On Monday, Adobe impressed Wall Street analysts with generative artificial intelligence innovations at the start of its Adobe Max conference. While “monetizing” these artificial intelligences is a work in progress, Adobe shares rose on Tuesday. “We're already monetizing this technology today,” said Dan Durn, Adobe's chief financial officer. Durn said Adobe has embedded artificial intelligence technology into its existing products, such as Photoshop, Illustrator, and Premiere Pro, giving users more reasons to use its software. Adobe has seen four ways to “monetize” generative artificial intelligence, he said. First, it will provide new value to its subscription plans. Second, it will provide add-ons to current products, such as Acrobat AI Assistant. Third, it will provide a tiered product for enterprise customers. Fourth, it will produce independent AI-first products such as GenStudio and FireFly services.

On Monday, Adobe impressed Wall Street analysts with generative artificial intelligence innovations at the start of its Adobe Max conference. While “monetizing” these artificial intelligences is a work in progress, Adobe shares rose on Tuesday. “We're already monetizing this technology today,” said Dan Durn, Adobe's chief financial officer. Durn said Adobe has embedded artificial intelligence technology into its existing products, such as Photoshop, Illustrator, and Premiere Pro, giving users more reasons to use its software. Adobe has seen four ways to “monetize” generative artificial intelligence, he said. First, it will provide new value to its subscription plans. Second, it will provide add-ons to current products, such as Acrobat AI Assistant. Third, it will provide a tiered product for enterprise customers. Fourth, it will produce independent AI-first products such as GenStudio and FireFly services.