How Adobe Adapted To ChatGPT And Gemini Reshaping B2B Buying
Adobe couldn't buy a solution to ChatGPT disruption, so it built one. Here's what changed.
Why it matters
A case study in how enterprise software companies are adapting their go-to-market and product strategies as AI reshapes B2B buying behavior — relevant to practitioners navigating similar disruption.
The key facts
10 to knowAdobe faced disruption in B2B buyer research and decision-making due to ChatGPT and Gemini adoption
No existing vendor solution addressed the problem, forcing Adobe to adapt internally first
Story presented as marketing/technology operating model adaptation feeding back into product strategy
Source: Forrester analyst perspective (not primary Adobe announcement)
Presented at Adobe Summit 2026
Adobe faced disruption in B2B buyer journey as customers turned to ChatGPT and Gemini for product discovery
No existing solution existed; Adobe had to build internal operating model changes
Story focuses on how marketing and technology leaders adapted under pressure
Lessons from adaptation fed back into Adobe's product strategy
Broader signal: B2B vendors reshaping go-to-market in the AI-first buying era
Go to the source
Forrester Blogforrester.com
Publisher excerpt: To me, the most interesting part of Adobe’s customer zero story is that when AI disrupted how buyers learn, Adobe couldn’t buy a solution because the solution didn’t exist yet. This is a story of marketing and technology leaders adapting an operating model under pressure and feeding those lessons…