# Adobe CMO on AI Era Creativity

> Adobe's CMO explains why its biggest brand campaign in five years focuses on human creativity amid AI challenges.
- Title: Adobe CMO on AI Era Creativity · Adweek | Shortify
- Summary: Adobe's CMO explains why its biggest brand campaign in five years focuses on human creativity amid AI challenges.
- Keywords: adobe, creative tools, ai tools, firefly, creative cloud, made to create campaign, generative credits, Adweek
- Source: Adweek — https://adweek.com/media/adobes-cmo-on-why-its-made-its-biggest-brand-campaign-in-5-years
- Author: Trishla Ostwal
- Published: 2026-11-11T20:22:05+00:00
- Read time: 1 min
- Topics: adobe, creative tools, ai tools, firefly, creative cloud, made to create campaign, generative credits
## Adobe's New Campaign
Adobe launched its biggest brand campaign in five years at Max conference in Miami.
## Campaign Focus
The campaign unites artists from 18 countries and Adobe employees to showcase creative tools.
## Why Now?
Adobe faces AI challenges as startups make creative tools accessible without enterprise budgets.
## Adobe's Response
Adobe integrates AI into tools while emphasizing human creativity's importance in the creative process.
## Business Shift
Adobe's AI-first revenue grew 150% year-over-year with 100 million monthly active users.
## Key Message
Creativity remains central to Adobe's identity as AI tools expand creative possibilities.
## Key takeaway

Adobe's 'Made to Create' campaign emphasizes human creativity as AI tools become more accessible, aiming to maintain relevance in the creative software market.