Adobe expanded its long-standing global partnership with WPP to deliver integrated solutions for brands, aiming to drive growth and scale creativity with new AI capabilities. However, the company faces rising analyst concerns about generative AI disruption and increased competition from platforms like Figma and Canva. High-profile commentators have questioned the strength of its competitive moat. In response, Adobe is rolling out new AI-powered products and forming enterprise partnerships to keep its creative and document tools central to customer workflows.