"If you're a photographer or filmmaker who uses Adobe software, 2025 was the year that the company stopped pretending that you were the main character in its story. You became the supporting cast. That's neither an insult to you, nor shade at Adobe. But it is an honest observation that explains everything Adobe announced this year, from the genuinely useful (AI culling in Lightroom) to the bewildering (50,000 generative credits per month on the Firefly Premium plan)."
"But it is an honest observation that explains everything Adobe announced this year, from the genuinely useful (AI culling in Lightroom) to the bewildering (50,000 generative credits per month on the Firefly Premium plan). The common thread? Photography and filmmaking are no longer ends in themselves in Adobe's universe. They're inputs into something larger: an industrial-scale content production machine designed for brands, agencies and marketing departments drowning in demand."
In 2025 Adobe shifted emphasis from individual photographers and filmmakers toward serving high-volume brand and marketing workflows. Product moves include practical tools like AI culling in Lightroom alongside massive allocation of generative credits in Firefly Premium. Those offerings prioritize scalable content creation and automation over standalone creative craft. Photography and filmmaking are treated as inputs for multi-format asset generation, templating, and rapid iteration. The business focus targets brands, agencies, and marketing departments facing intense demand for content, enabling industrial-scale pipelines rather than supporting solo creators' bespoke workflows.
Read at Digital Camera World
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