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.