Under the Radar: (SPECIALS) How does Adobe compete in the age of generative AI? Its President for JAPAC explains.

About this episode

In this special “On the Go” episode of Under the Radar, finance presenter Chua Tian Tian headed down to Suntec Tower 3 for an interview with the leadership of a company that invented the Portable Document Format or the PDF format in 1993.

Founded close to 45 years ago in 1982 to revolutionise printing and publishing with an all-digital approach, Adobe has since evolved into a design software company that empowers everyone to imagine, create and bring any digital experience to life.

Its Creative Cloud suite of solutions, from Photoshop to Illustrator and Premier, helps customers from creators, students, small businesses to global enterprises create multimedia projects efficiently to drive business outcomes.

Adobe is an interesting company to look at, particularly given recent developments surrounding generative AI, which can help users create images, videos and even movies with a simple text or voice prompt.

To tap the technology advancements in AI, Adobe had in April 2026 launched a suite of artificial intelligence tools to help corporate clients automate and personalise digital marketing functions.

Called the CX Enterprise, the products make use of AI agents to help customers manage their interactions with customers. At the same time, the firm is also said to be working with US big tech players like Amazon, Microsoft, Anthropic, OpenAI and Nvidia to ensure that its new AI system works across multiple platforms.

But how does the firm define its value proposition in the age of generative AI given its in-depth knowledge and expertise in the design and creativity space, and how does the firm assess the competitiveness of its products against say Anthropic’s Claude Design?

How is competition like in Asia Pacific with Chinese AI-tech firms coming in fast and furious?

Tian Tian posed these questions to Ben Goodman, President of JAPAC (Asia Pacific and Japan), Adobe.

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