Makers First - The Why

This proposal addresses the subjects of Adobe’s recent public relations controversies surrounding their implementation of AI and investor-first decision making. Adobe has been facing recent criticism from its customers, peaking with a 2025 class action lawsuit that, according to Reuters, alleges that Adobe illegally used creator work to train its AI applications, including the 2023 Firefly app and small-case image and text generators. 

According to The Verge, the large-scale AI-transition during June 2025 from the Creative Cloud All Apps plan to the pricier Creative Cloud Pro plan has been another point of contention, as well as the proposed elimination of Adobe Animate, which was reversed in February 2026, according to PC Mag. 

Amid concerns that Adobe is becoming less creator-focused due to a surge in AI tools and applications, customers have moved to unsubscribe from, boycott, and pursue legal action against Adobe. To restore customer trust in Adobe and rebuild the reputation of a creator-centered company, the Makers First campaign will appeal to skeptical audiences through creator-first messaging and strategic partnerships.

Adobe’s Growing Target Audience

Adobe has over 40 million subscribers as of late 2025, according to a recent report from ProDesignTools. Despite this, CreativeBloq reports that 40 percent of users have considered switching creative services. As a result, the target audience of the Makers campaign is the growing bubble of Adobe subscribers who feel negatively toward their company and have either switched or are considering switching creative services. 

Because price increases more heavily impact customers who are independent or freelance, this campaign will target this demographic, appealing to creators, students, and small businesses rather than large corporations and investors. By making smaller-scale, independent customers the focal point of the campaign and addressing their legal and financial concerns, this campaign will bridge the gap between Adobe’s investor and user experience. The campaign will also seek to give these artists a platform, publicly creating a stronger bond between the company and its clients.

The AI Push and Its Consequences

According to a Macrotrends analysis, Adobe generated $6.398 billion in the first financial quarter of 2026, a 11.97 percent increase in revenue from the year prior, yet Adobe’s outstanding shares have experienced negative growth by 5.11 percent in 2025 and 6.16 percent in 2026. These contradictory numbers demonstrate the disparity between the company’s user and investor experience, a key component in customer dissatisfaction with Adobe’s recent changes. 

As shown by Adobe’s $150 million legal settlement in March 2026, as documented by the United State Department of Justice, and the rise of a “Boycott Adobe” movement in the fall of 2025, users are dissatisfied with Adobe’s decisions and are pushing back through boycotts and legal action. By restoring customer autonomy and highlighting user creativity, the Makers First campaign is designed to reverse this dissatisfaction and restore Adobe’s reputation to prepandemic levels.

Bringing Back the Creative Spark

The Makers First Campaign will center around a multifaceted campaign with the core message that “Adobe is for Makers First.” For the first step, Adobe will start by reaching out to all users for survey feedback while building direct influencer partnerships across TikTok and Instagram. These partnerships will include a candid look into the work of several artists across the social media landscapes and spotlight how these modern artists use Adobe in their routine. This first step will establish a community focus for Adobe and draw the attention of skeptical audiences with a repeat message of “With Adobe.” Creators will repeat the phrase “with Adobe” at the start of their sentences, pushing both a collaborative feel and a catchphrase that customers will associate with creators across the internet.

Next, the Makers First campaign will culminate with a series of video advertisements highlighting independent artists and buying their work for display in several regional “Maker Stations,” galleries where Adobe can curate multiple art pieces made on its platforms. Similar to other pop-up events like Boiler Rooms, which take place in cities around the world under the same name, these temporary galleries will draw local attention through billboards, online advertisements, and local sponsorships; in each print copy, the text will include the “Makers First” logo. The event will be launched with the attempt to go viral and become a focal point in local and online art communities. By supporting artists financially and hosting these pop-up events with the Makers First slogan as a backdrop, the goal will be to foster renewed interest Adobe’s effort to repair its user connections and focus on a more creator-led business model nationwide.