Adobe Bets on the Human Touch in Its Biggest Brand Campaign in Five Years

Adobe's CMO explains the company's largest brand campaign in five years, which positions human creativity as a counterweight to AI tools that make images and videos easier to produce. The campaign comes as competition in creative software intensifies. The source provides limited campaign detail, so specifics on creative and media spend are not confirmed here.

Why it matters: Marketers can see how a major creative-software brand is differentiating its message as generative AI commoditizes content production, a positioning choice that many brands will face.