Competition

Competitors describe Adobe Inc.'s market in their own filings and calls. These verified passages and visual pages show where their strategies meet, using source documents preserved in Sources.

Figma (FIG)

The most direct competitor to Adobe's Creative Cloud design tools. Figma's collaborative interface- and product-design platform overlaps Adobe XD, Photoshop and Illustrator in UI/UX work and increasingly in creative-for-marketing — the overlap regulators judged so close that Adobe's ~$20 billion acquisition of Figma was abandoned in 2023. Figma's transcripts avoid naming Adobe; the by-name material sits in the merger disclosure.

Figma's own 10-K records the abandoned Adobe merger — Adobe agreed to acquire Figma in September 2022 and the two terminated in December 2023 citing no clear path to regulatory approval — the clearest evidence antitrust regulators viewed the two as head-on competitors.

On September 15, 2022, we entered into an Agreement and Plan of Merger (the "Merger Agreement") with Adobe, Inc. ("Adobe") and certain of Adobe’s wholly-owned subsidiaries. On December 17, 2023, we mutually agreed with Adobe to terminate the Merger Agreement based on the joint assessment that there was no clear path to obtain the required regulatory approvals for the transaction to close

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CEO Dylan Field stakes out the 'design layer above code' — including creative design for marketing and advertising — as the 'battleground for how software gets built,' the same creative and experience territory Adobe occupies.

Dylan Field, Co-Founder and CEO: As code becomes more commoditized and easier to write, design is clearly the layer above code and visual thinkers outnumber those comfortable in a terminal or an IDE. We expect this space to continue to heat up and be the battleground for how software gets built. Tools around visual communication and creative design for marketing and advertising will be essential for breaking through the noise.

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Figma quantifies adoption of its AI app-builder Figma Make — 70% quarter-over-quarter growth in weekly active users, use by over half of its >$100k-ARR customers, and nearly 60% of 2025 Make files created by non-designers (developers, PMs, marketers) — showing Figma reaching beyond designers into content creation.

Dylan Field, Co-Founder and CEO: Weekly active users of Figma Make grew over 70% quarter-over-quarter. And, as of Q4, over 50% of paid customers spending more than $100,000 in ARR were building in Figma Make on a weekly basis. […] of all Figma Make files created in 2025, nearly 60% were created by non-designers. We’re talking developers, PMs, marketers, and others inside the company

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Docusign (DOCU)

The direct competitor to Adobe's Document Cloud e-signature product, Acrobat Sign. Docusign's FY2026 10-K names Adobe as its 'primary global competitor for eSignature' — the tab's premise realised in the peer's own words — and it is expanding from pure e-signature into 'intelligent agreement management,' a broader document-workflow ambition that overlaps Adobe's Document Cloud.

Docusign's FY2026 10-K names Adobe (Acrobat Sign) as its primary global e-signature competitor, alongside broader software companies embedding basic e-signature and contract-lifecycle-management vendors.

Our primary global competitor for eSignature is currently Adobe, which offers an electronic signature solution known as Adobe Acrobat Sign. We also face competition from other global software companies that have or may elect to include basic electronic signature capability in their products and from various vendors that focus on specific industries, geographies, or product areas such as contract lifecycle management and advanced contract analytics.

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Docusign sizes the agreement-management opportunity at a $2 trillion global market it has begun addressing for tens of thousands of customers — the document-workflow ambition, beyond pure e-signature, that overlaps Adobe's Document Cloud.

Allan Thygesen, Chief Executive Officer: Agreement management is a $2 trillion global market problem, and over the past 18 months, we’ve helped tens of thousands of customers begin to solve it.

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Asked directly about the competitive landscape, CEO Allan Thygesen reports little change in the e-signature market — stable share, Docusign perhaps performing slightly better — a level-headed read on the mature category where Adobe is its named rival.

Allan Thygesen, Chief Executive Officer (responding to Patrick Walravens, Citizens JMP): In our legacy markets, I see very little change in the competitive dynamics. The market share and our competitors have been stable, and we may actually be performing slightly better. The CLM space remains quite competitive, with several players in a small category, but we are managing to hold our own despite the competition. As we redefine and enhance our company vision, we are setting the pace. However, as we broaden our ambitions, we are encountering not only existing competitors but also other potential challengers. Overall, we are becoming a thought leader in the agreement space. Right now, I believe our focus should be on execution rather than competition, especially in the more established e-sign category.

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Salesforce (CRM)

The principal competitor to Adobe's Digital Experience segment. Salesforce's Marketing Cloud, Commerce Cloud and — most pointedly — its Data Cloud / Data 360 customer-data platform contest the same marketer buyer Adobe serves with Experience Cloud, Journey Optimizer and Real-Time CDP. Salesforce does not name Adobe; the overlap is drawn from its own product and data-platform disclosures.

Salesforce describes its Marketing offering as a 'complete marketing platform' for lifecycle personalization built on unified customer profiles — the segmentation, journeys and AI-driven personalization that collide with Adobe Campaign, Journey Optimizer and Experience Platform.

Our Marketing offering is a complete marketing platform designed to help customers personalize engagement across the customer lifecycle. […] With operational customer profiles, marketers and AI agents can easily take action on structured and unstructured data to build segments, calculate insights, analyze performance, and power AI recommendations, decisioning, and automations.

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CEO Marc Benioff frames the customer-data business as Salesforce's most strategic, citing a ~$7 billion Data Cloud with 140% year-over-year customer growth and over half the Fortune 500 onboard — the CDP layer that directly contests Adobe's Real-Time CDP.

Marc Benioff, Chair and Chief Executive Officer: I think the data business is probably the most strategic and most important business for Salesforce going forward. And already, it’s a $7 billion business, and data cloud is having a great year. It had a 140% year over year growth in customers and 326% growth in rows accessed by zero copy integration. […] But over half of the Fortune 500 are already on Data Cloud, but it’s really just the very, very beginning.

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Microsoft (MSFT)

A broad platform competitor colliding with Adobe on generative-AI content creation. Microsoft now ships its own first-party image-generation model (MAI Image Two) inside Bing and PowerPoint and Copilot 'agent mode' that produces finished creative deliverables — encroaching on Adobe Firefly and Creative Cloud. Only the content-creation lines are used here; Azure, gaming and LinkedIn are excluded. Notably, Adobe appears in these calls as a Microsoft customer and ISV partner, not a named rival.

Microsoft touts MAI Image Two as 'one of the top image generation models in the world,' already generating images in Bing and PowerPoint and sold to creative customers like Shutterstock and WPP — a first-party challenge to Adobe Firefly and Adobe Stock.

Satya Nadella, Chairman and Chief Executive Officer: We introduced MAI Transcribe One, a state-of-the-art speech-to-text model, and MAI Image Two, one of the top image generation models in the world. These models are already powering first-party scenarios like image generation in Bing and PowerPoint […] We also brought MAI models to commercial customers like Shutterstock and WPP for the first time through Foundry.

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Nadella bundles Microsoft's first-party text/voice/image models with Copilot 'Agent Mode' that turns prompts into export-quality PowerPoint and Word — and names Adobe among the ISVs building agents on Copilot, casting Microsoft as the platform beneath Adobe.

Satya Nadella, Chairman and Chief Executive Officer: When it comes to our first-party models, we are excited by the performance of our new MAI models for text, voice and image generation, which debuted among the top in the industry leader boards. […] This quarter, we also introduced Agent Mode, which turns single prompts into export-quality Word documents, Excel spreadsheets, PowerPoint presentations and then iterates to deliver the final product much like agent mode in coding tools today. […] We are seeing a growing Copilot agent ecosystem with top ISVs like Adobe, Asana, Jira, LexisNexis, SAP, ServiceNow, Snowflake and Workday, all building their own agents that connect to Copilot.

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Microsoft reports Copilot as its fastest-adopted Microsoft 365 suite and names Adobe among customers buying over 25,000 Copilot seats in the quarter — a reminder that Adobe is a Microsoft customer even as Microsoft builds competing creative-AI tools.

Satya Nadella, Chairman and Chief Executive Officer: Customers continue to adopt Copilot at a faster rate than any other new Microsoft 365 suite, with strong usage intensity as shown by our week-over-week retention. And we saw the largest quarter of seat additions since launch with a record number of customers returning to buy more seats. […] And Adobe, KPMG, Pfizer, and Wells Fargo all purchased over 25,000 seats this quarter.

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Autodesk (ADSK)

A design-software peer whose overlap with Adobe is narrow but real, concentrated in Media & Entertainment — Maya, 3ds Max and Flame for film, VFX and games sit alongside Adobe's video and 3D/Substance tools — plus the shared subscription model and generative-AI content push. Autodesk's core AEC/CAD business does not overlap Adobe and is excluded. Autodesk names Adobe in its 10-K competitor list.

Autodesk's FY2026 10-K lists Adobe first among its primary global competitors and, in the same section, flags AI as a force that could reshape its markets — the explicit by-name acknowledgment of the rivalry.

Our primary global competitors include Adobe Systems Incorporated, Bentley Systems, Inc., Dassault Systèmes S.A. and its subsidiary Dassault Systèmes SolidWorks Corp., Intergraph Corporation, a wholly owned subsidiary of Hexagon AB, MSC Software Corporation, Nemetschek AG, Oracle Corporation, Procore Technologies, Inc., PTC Inc., 3D Systems Corporation, Siemens PLM, and Trimble Navigation Limited, among others. […] Disruptive technologies such as machine learning and other AI technologies may significantly alter the market for our products in unpredictable ways and reduce customer demand.

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Autodesk describes its Media & Entertainment Collection as 'end-to-end creative tools for entertainment creation' — Maya and 3ds Max for film, VFX and games — the creative-media territory adjacent to Adobe's video and 3D offerings.

Maya software provides 3D modeling, animation, effects, rendering, and compositing solutions that enable film and video artists, game developers, and design visualization professionals to digitally create engaging, lifelike images, realistic animations and simulations, extraordinary visual effects, and full-length animated feature films. […] The M&E Collection provides end-to-end creative tools for entertainment creation. This collection enables animators, modelers, and visual effects artists to access the tools they need, including Maya and 3ds Max, to create compelling effects, 3D characters, and digital worlds.

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Oracle (ORCL)

A marketing/customer-experience applications competitor to Adobe's Digital Experience segment, though a thin one: Oracle's story is dominated by database and OCI cloud infrastructure, and its named applications rival is Salesforce, not Adobe. Its CX applications — including a new website generator and campaign tooling — are the piece that overlaps Adobe Experience Cloud. Database, OCI and hardware are excluded.

Oracle says it has built three new CX applications — including a website generator and lead/campaign tooling ('email opens') — the content-management and marketing-automation surface Adobe Experience Cloud sells, though Oracle frames the rivalry against Salesforce rather than Adobe.

Mike Sicilia, Chief Executive Officer: Embracing AI with small engineering teams, we have just built three brand new CX applications: lead generation and qualification, sales orchestration and automated selling, and our new website generator. […] We have built these new CX products to help our customers sell, not simply to administer a forecast or generate email opens. These are three products that Salesforce does not have.

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Oracle's FY2026 10-K lists Adobe among the companies its cloud and software offerings 'compete directly with' — a boilerplate, conglomerate-wide naming rather than a CX-specific one, but Adobe named in Oracle's own filing.

Our enterprise cloud, software and hardware offerings compete directly with certain offerings from some of the largest and most competitive companies in the world, including Adobe Systems Incorporated, Alphabet Inc., Amazon.com, Inc., Cisco Systems, Inc., Intel Corporation, International Business Machines Corporation, Microsoft Corporation, Salesforce, Inc. and SAP SE

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Competition

Figma (FIG)

Docusign (DOCU)

Salesforce (CRM)

Microsoft (MSFT)

Autodesk (ADSK)

Oracle (ORCL)

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