Profits and Price Increases Afoot Over at Adobe


In an era of ever-emerging AI tools that promise to do everything for you, Adobe is still hauling in the profits while the sun is still shining.

adobe program icons
Adobe program icons. Photo by Emily Bernal

And they’re raising prices, too, to ensure that can continue for as long as possible.

This, coming on the heels of Adobe’s own concerns that it could put its customers and thus itself out of work with more efficient AI tools, seems to contradict more than a few narratives. 

The addition of more AI features also complicates that saga. AI features such as Generative Fill, Generative Expand in Photoshop, and Generative Recolor in Illustrator will move out of the beta realm and become available for all subscribers, Adobe announced. 

Touting over one billion creations during the beta phase, Adobe promises even more expanded AI features in the future for everything from photography to videography and all that in between. In a move to prepare the user for the coming price increase, Adobe is adding Firefly and Express Premium to Creative Cloud subscriptions. 

From the press release concerning the announcement:

“Over the last 18 months, we’ve unlocked an unprecedented number of creative capabilities including Denoise in Lightroom, for Creative Cloud in Premiere Pro and After Effects, and Share for Review in Photoshop and Illustrator, workflow enhancements and new products to expand the value of your subscription. To reflect the increased value that we have already delivered to our members and given new costs associated with generative AI content creation, today we’re announcing price updates for our individual and business offerings. Starting November 1, 2023, the price of specific Creative Cloud plans will increase in North America, Central America, South America and Europe.”

While it’s hard to deny that some of these AI features will be more than valuable to subscribers, it also recalls the whole debate back when Adobe adopted this model that you can’t really do that a la carte, sans subscription thing anymore. To be sure, there are standalone options out there, but, if you want Adobe, you have to get ALL of Adobe it seems which increasingly includes AI features. 

You can check out the price increases at this link here

Do you use Creative Cloud for your photography or videography? Let us know what you think of Adobe’s price increase in the comments.

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About Author

Kehl is our staff photography news writer since 2017 and has over a decade of experience in online media and publishing and you can get to know him better here and follow him on Insta.

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