Adobe and Canva, the editing platforms that opted for AI to grow

However, this evolution has caused both Adobe like Canva They realized that the professional user is not their only target audience nor the largest, because with digital assistance, now those who are not experts can also take advantage of their tools.

AI within design allows the inclusion of more areas in the creative process of a company, mentions Brunser, who highlights Adobe’s Express packaging, which has design, photography, video and animation tools, among others, that are They can be used to initiate an idea that is later escalated to the team of designers.

This strategy was also adopted at Canva, a company that this year launched Enterprise, a subscription service focused on companies so that employees can meet the demand for visual content from a secure point of view, which reduces costs and the complexity of processes.

For Melanie Perkins, CEO of Canva, this “is a natural progression (in the business), because the biggest driver of growth for us had been the individual user, and those people who have used Canva outside of work then take it to their work environment.”

According to data from a study conducted by Canva, 92% of organizational leaders expect their employees who are not in design positions to possess these types of skills during their daily work.

“It is not about replacing creatives, but the more people can create content, the better prepared we will be to face the market,” says Brunser, while Silvia Oviedo, content leader at Canva, complements by saying that these platforms help to translate that inner creativity of work teams.

For both companies, this approach has had good results. In the case of Canva, its number of users already exceeds 200 million, while its digital assistant, Magic Studio, has been used more than 5 billion times since its launch in October 2023.

Adobe, for its part, posted revenue of $5.61 billion in the quarter ending November 2024, exceeding analyst estimates and revenue from the same period last year, when $5.05 billion was recorded.

For now, competition in the design software market, specialists point out, will be defined by the ability to build an ecosystem around companies’ applications, in addition to their ability to scale these tools, since their success not only It depends on the product itself, but also on an entire infrastructure around it to be able to train the technology.