Bloomberg Businessweek

Forget Photoshop. Adobe Is a Marketing Company Now

The business’s recent Wall Street success hastened a transition to the creepier side of online targeting

In a dreary meeting room in a San Jose office tower, a couple dozen wonks from Adobe Inc. convened in September to plot the company’s future. The researchers and data scientists presented pitches that weren’t about helping smartphone users airbrush photos or developing a new way to make digital art. Instead, their ideas centered on ways Adobe could use artificial intelligence, based on huge collections of consumer data, to make ads more persuasive.

Adobe’s enduring reputation as the Photoshop company hasn’t caught up to what it’s become: an important conduit in the network of businesses

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