“This shift will come at the cost of short term ARR but will accelerate user acquisition in MAU while building the foundation for long term growth by removing friction from user onboarding, enabling deeper user engagement, and driving stronger lifetime value.”

In context

“arches and requires immediate gratification. so is best served with friction free experiences. This shift in user behavior is playing out across business professionals and consumers and creators and creative professionals. While we continue to attract strong traffic to adobe.com, which grew over 40% year-over-year, our traditional direct to pay journeys may not always fulfill visitor intent. As a growing number of new users are first looking to quickly complete their intended task, as they begin their relationship with Adobe. Given products like Adobe Firefly, Express, and Acrobat AI assistant have friction free onboarding and significant adoption, we can now rebalance our journeys to better serve this new generation of users rather than send them predominantly to direct to paid journeys. This shift will come at the cost of short term ARR but will accelerate user acquisition in MAU while building the foundation for long term growth by removing friction from user onboarding, enabling deeper user engagement, and driving stronger lifetime value. In Q2, subscription revenue for business professionals and consumers was $1.85 billion growing 15% year over year. BP and C traffic grew 35% year over year with MAU growing from more than 700 million to more than 850 million in Q2 year over year. With significant contributions from AI Assistant, Express creation, and PDF spaces sharing. This quarter, we introduced the Adobe Productivity Agent, shifting Acrobat from a static document tool to an interactive experience. The productivity agent is an AI experience built into Acrobat that draws on Adobe Acrobat document intelligence and Adobe Express's AI first creation capabilities to help business professionals understand, create, and share information. They can turn documents into rich outputs, like presentations, podcasts, and social conten”