Adobe is emerging as one of the major technology vendors competing for enterprise spending on artificial intelligence in marketing, as brands increasingly use AI for content creation, personalisation, customer data, campaign optimisation and digital experience management.
Industry estimates vary depending on how the AI marketing market is defined, but recent research continues to point to substantial growth. Ken Research estimates the global AI in marketing market at $32 billion in 2025 and projects it could reach $130 billion by 2032, representing a compound annual growth rate of more than 22%. Adobe is listed alongside Salesforce, The Trade Desk, HubSpot and Criteo among major companies operating in the segment.
Adobe's position in the market is built around its wider enterprise marketing portfolio, which includes Adobe Experience Platform, GenStudio, Journey Optimizer, Real-Time CDP and other customer experience products. The company has increasingly added generative and agentic AI capabilities across these platforms as marketers look to automate more parts of campaign planning, content production and customer engagement.
In June, Adobe made its CX Enterprise Coworker generally available. The agentic AI offering is designed to coordinate workflows across analytics, content creation and customer journey orchestration. Adobe said its enterprise applications are used by more than 20,000 global brands.
The company has also expanded into AI-powered brand discovery. Adobe Brand Visibility combines Adobe's content optimisation capabilities with Semrush's visibility intelligence, allowing marketers to track how brands appear across AI services including ChatGPT, Google AI Mode, Microsoft Copilot and Perplexity.
AI is also becoming a larger part of Adobe's advertising and content production strategy. GenStudio is being developed as an AI-powered content supply chain that helps businesses create, activate and optimise marketing content. Adobe has additionally expanded partnerships with technology companies and agency groups to support agentic marketing workflows.
The shift comes as marketers face pressure to translate AI adoption into measurable business results. Adobe's 2026 research found that only 7% of surveyed organisations had embedded AI into marketing operations in ways that were producing measurable business outcomes, highlighting a gap between experimentation and scaled deployment.
Adobe has reported growing commercial momentum around its AI products. In its first fiscal quarter of 2026, the company said GenStudio and Adobe Experience Platform and Applications ending annual recurring revenue each grew more than 30% year-on-year, while Firefly ending ARR surpassed $250 million.
As AI becomes more closely embedded in marketing technology, competition is expanding beyond standalone generative AI tools towards platforms that can connect data, content, customer journeys and campaign execution. Adobe's strategy increasingly centres on bringing these functions together within a broader AI-powered customer experience ecosystem.
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