Adobe’s VP of design believes it’s the golden age of design. Hear him out
It’s never been easier to make an image. Even for people who don’t consider themselves creative, translating an idea into an illustration, graphic, video—any format, really—is now as simple as typing a prompt into a box (quality not guaranteed). Adobe knows this. The company, which has long been the tool of choice for professional creatives, is now looking to “aggressively acquire the next…
Adobe's VP of design, Eric Snowden, believes we are living in the golden age of design. The company, which has long provided tools for professional creatives, is now focusing on acquiring a new generation of Adobe loyalists, including those who are not traditionally considered creative. This push has led to a 70% increase in "Creative freemium" users, reaching 100 million monthly active users this year.
Despite the professional-focused business growing at a slower rate, Adobe remains committed to making design accessible to everyone. Snowden attributes this to advancements in technology, such as mobile devices and AI, which have enabled a wider audience to express themselves and communicate in new ways. He emphasizes the importance of providing an easy on-ramp for people to start their creative journey, drawing from personal experience and data showing that many individuals start exploring creative tools at a young age.
To reach the younger generation of potential creatives, Adobe is leveraging social networks and introducing user-friendly tools like Adobe Express, as well as integrating AI agents into professional products to guide users through complex features.
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