Adobe Boosts Ad Spending to $1.4 Billion to Attack Fear Over AI

Adobe Inc. ramped up its advertising in 2025, spending $1.4 billion to promote its brand in the face of steep competition and skepticism from Wall Street that the company is a loser in the age of AI.

The marketing effort was more than a 30% increase over the prior year’s spending, according to filings from the maker of creative software. It also represented a significantly higher share of sales going toward advertising than other major tech companies like Salesforce Inc. and Meta Platforms Inc.

Adobe was long the undisputed leader in the market for creative tools with widely used products ...