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Adobe Faces AI Rivals and Marketing Budget Cuts as Analyst Turns Bearish

MarketDash Editorial Team
10 hours ago
Keybanc downgrades Adobe to Underweight with a $310 price target, citing tightening marketing budgets and intensifying competition from AI-driven platforms as headwinds mount heading into 2026.

Adobe Inc. (ADBE) is running into a bit of a perfect storm. Marketing budgets are tightening, enterprise priorities are shifting, and AI-powered competitors are multiplying like rabbits. That's the picture emerging from new survey data, and it's enough to make at least one Wall Street analyst turn decidedly pessimistic about the creative software giant's prospects.

Keybanc analyst Jackson Ader has downgraded Adobe from Sector Weight to Underweight and slapped a $310 price target on the stock. That's a meaningful call in a market where Adobe has long been viewed as a software stalwart.

Survey Data Signals Trouble Ahead

So what's driving the bearish outlook? Ader points to his firm's second-half fiscal 2025 CIO survey, which reveals some uncomfortable trends for Adobe. Front-office segments, including digital marketing, are losing priority over the next 12 months. Sales and marketing budgets show a 16-point net decrease, and 13% of respondents expect reduced focus on front-office applications. When companies are cutting back on marketing spend, Adobe feels it directly.

The analyst notes that heading into 2026, Adobe faces the same challenges highlighted earlier: competition from traditional rivals, emerging AI players, large language model developers, and a market narrative that will be tough to shake. That's a lot of friction for any company, even one as established as Adobe.

Strong Financials, Limited Upside

To be fair, Ader acknowledges Adobe's strengths. The company's share buyback program is solid, and its financial profile ranks among the best in the industry. But strong fundamentals don't always translate to outperformance, and the analyst sees limited opportunities for Adobe to beat expectations in 2026. He expects the stock to lag behind his broader coverage universe.

Despite the downgrade, Ader's revenue projections remain steady: FY1 revenue of $25.997 billion with 9.4% growth, and FY2 revenue of $28.377 billion, growing at 9.2%. Those are respectable numbers, just not exciting ones in today's market.

Recent Earnings Beat Estimates

Earlier this month, Adobe reported quarterly earnings of $5.50 per share, beating the analyst estimate of $5.39. Revenue came in at $6.19 billion, topping the Street estimate of $6.11 billion. The company also guided fiscal 2026 GAAP EPS to $17.90 to $18.10, well above the $16.56 analyst estimate.

Adobe shares were down 1.78% at $350.07 at the time of publication on Monday.

Back to News

Adobe Faces AI Rivals and Marketing Budget Cuts as Analyst Turns Bearish

MarketDash Editorial Team
10 hours ago
Keybanc downgrades Adobe to Underweight with a $310 price target, citing tightening marketing budgets and intensifying competition from AI-driven platforms as headwinds mount heading into 2026.

Adobe Inc. (ADBE) is running into a bit of a perfect storm. Marketing budgets are tightening, enterprise priorities are shifting, and AI-powered competitors are multiplying like rabbits. That's the picture emerging from new survey data, and it's enough to make at least one Wall Street analyst turn decidedly pessimistic about the creative software giant's prospects.

Keybanc analyst Jackson Ader has downgraded Adobe from Sector Weight to Underweight and slapped a $310 price target on the stock. That's a meaningful call in a market where Adobe has long been viewed as a software stalwart.

Survey Data Signals Trouble Ahead

So what's driving the bearish outlook? Ader points to his firm's second-half fiscal 2025 CIO survey, which reveals some uncomfortable trends for Adobe. Front-office segments, including digital marketing, are losing priority over the next 12 months. Sales and marketing budgets show a 16-point net decrease, and 13% of respondents expect reduced focus on front-office applications. When companies are cutting back on marketing spend, Adobe feels it directly.

The analyst notes that heading into 2026, Adobe faces the same challenges highlighted earlier: competition from traditional rivals, emerging AI players, large language model developers, and a market narrative that will be tough to shake. That's a lot of friction for any company, even one as established as Adobe.

Strong Financials, Limited Upside

To be fair, Ader acknowledges Adobe's strengths. The company's share buyback program is solid, and its financial profile ranks among the best in the industry. But strong fundamentals don't always translate to outperformance, and the analyst sees limited opportunities for Adobe to beat expectations in 2026. He expects the stock to lag behind his broader coverage universe.

Despite the downgrade, Ader's revenue projections remain steady: FY1 revenue of $25.997 billion with 9.4% growth, and FY2 revenue of $28.377 billion, growing at 9.2%. Those are respectable numbers, just not exciting ones in today's market.

Recent Earnings Beat Estimates

Earlier this month, Adobe reported quarterly earnings of $5.50 per share, beating the analyst estimate of $5.39. Revenue came in at $6.19 billion, topping the Street estimate of $6.11 billion. The company also guided fiscal 2026 GAAP EPS to $17.90 to $18.10, well above the $16.56 analyst estimate.

Adobe shares were down 1.78% at $350.07 at the time of publication on Monday.