In 2025 Adobe leaned hard into the idea that photography and video are raw material for a wider content economy rather than the final product. The company’s focus shifted toward enterprise clients that need to plan, generate and recycle huge volumes of marketing assets, with photographers and filmmakers recast as suppliers to that pipeline. Tools like GenStudio and Frame.io’s Camera to Cloud are built to help agencies coordinate teams, automate approvals and repurpose visuals across platforms, not to solve everyday pain points of a solo wedding or portrait shooter.
At the same time, Adobe rolled out genuinely useful AI upgrades in Lightroom, Photoshop and Premiere Pro, from assisted culling and dust removal to agent‑style assistants, object masks and intelligent search. These changes save hours of manual work yet deepen dependence on AI systems that are often trained on creative output and may increasingly compete with human skills.
Price hikes and a generative credit system reinforce the split, making heavy AI use affordable for enterprise plans while feeling restrictive for basic photography tiers.
