Adobe Inc. shares experienced a rise on Wednesday following the company’s announcement that it will introduce a credit system for the use of Firefly AI, Adobe's innovative generative artificial intelligence tool, in applications.

Share Growth

On Wednesday, shares of Adobe (ADBE, +2.00%) surged up to 3%, reaching an intraday high of $559.85. The company is scheduled to disclose fiscal third-quarter earnings after the market closes on Thursday.

Firefly AI for Commercial Use

Earlier in the day, Adobe released Firefly AI for commercial use, revealing that users will receive a certain number of generative credits per month. These credits will be deducted based on the computational cost of the generated output and the value of the generative AI feature utilized.

Additional Credits and Subscription Pack

Starting in November, Adobe plans to offer users the option to purchase additional credits through a subscription pack. Moreover, Creative Cloud, Firefly, and Express users on free plans will also receive credits and have the opportunity to upgrade to a paid plan for $4.99 per month. The company also announced a price increase for Creative Cloud effective November 1st and introduced GenStudio, integrating Firefly with Adobe’s Creative Cloud and Adobe Express.

Focus on Monetization

Citi Research analyst Tyler Radke highlighted in a note on Wednesday that Firefly will be a crucial topic during the earnings call on Thursday night. The focus will particularly be on any monetization announcements that may arise in the next month.

Radke expressed the need for further evidence of Firefly's potential to drive sustainable long-term growth, as GenAI is predicted to lower barriers to entry for new competitors in the creative category.

Overall, Adobe's implementation of a credit system for Firefly AI demonstrates the company's goal of harnessing artificial intelligence technology while exploring new avenues for monetization and growth in the creative space.

Adobe's Earnings Report and Exciting Developments


Creative Cloud Price Hike

One noteworthy development is Adobe's decision to increase the price of its Creative Cloud offering. Jefferies analyst Brent Thill, who holds a buy rating and has set a target price of $660, reported that the price hike is estimated to range between 5% and 10%. This adjustment may have implications for Adobe's revenue and customer satisfaction.

Firefly AI: Expanding Possibilities

Firefly AI, a generative-AI tool developed by Adobe, has also attracted attention. Previously, its usage was limited to experimentation and personal projects. However, analysts like Brent Thill believe that Adobe's recent decision to allow commercial use of Firefly AI will revolutionize industries such as advertising, marketing, and other business ventures. This expansion of potential applications is poised to enhance Adobe's market reach and revenue streams.

Financial Expectations

Analysts surveyed by FactSet have provided insights into Adobe's financial performance expectations. For the fiscal third quarter, the projected earnings per share (EPS) stand at $3.98, accompanied by a revenue estimate of $4.87 billion. Looking ahead to the fourth quarter, analysts anticipate an EPS of $4.06 and revenue of $5 billion. These figures indicate optimism among analysts regarding Adobe's future financial performance.

The Story Behind Firefly

Prior to its earnings report in June, Adobe's announcement regarding the monetization of Firefly became a significant talking point. This strategic move underscores the growing importance of this AI tool in Adobe's overall business strategy. By monetizing Firefly, Adobe aims to further capitalize on its AI capabilities, opening up new opportunities for growth.

Analyst Ratings and Outlook

FactSet data reveals that out of the 37 analysts covering Adobe, 23 have assigned a buy-grade rating, while 14 have given it a hold rating. The average price target among these analysts is $576.17, suggesting an overall positive sentiment towards Adobe's future performance. Interestingly, the company has not received a sell-grade rating since August 2021, when one analyst briefly gave it such a rating.

Market Performance

Adobe's stock has delivered impressive results this year, with a remarkable 64% increase year-to-date. In comparison, the tech-heavy Nasdaq Composite Index has risen by 32%, the S&P 500 has advanced over 16%, and the iShares Expanded Tech-Software Sector exchange-traded fund has experienced a significant 39% growth. These market performance indicators underscore Adobe's robust position in the industry and its potential for sustained success.

In conclusion, as Adobe approaches its earnings report, all eyes are on the financials, along with the impact of the Creative Cloud price hike and the expansion of Firefly AI. Analysts' positive outlook and the company's strong market performance reflect confidence in Adobe's ability to drive growth and innovation in the software industry.

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