Question · Q4 2025
Michael Turrin inquired about the 3x quarter-over-quarter increase in generative credit consumption, the influence of third-party models, Adobe's confidence in monetizing and forecasting this consumption, and the implications of different large model mind share scenarios for the company.
Answer
President of Digital Media David Wadhwani detailed that generative credits are included in plans or purchased as add-ons, with growth driven by more apps, media types (especially video), use cases (editing, ideation, bulk generation), and improved models (higher resolution/quality). He noted that major updates at MAX, including the Firefly app's attractive pricing, contributed to the 3x growth, leading to increased user upgrades and add-on purchases. Adobe aims to be the single destination for accessing all leading models, both internal and third-party.
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