We’re thrilled to announce that on Wednesday, we launched the next era of Acrobat with new AI and creation value in Acrobat Studio along with a refresh to the Do that with Acrobat campaign spotlighting Generate Presentation. Marketing went live across PR, Social – including Hasan Minhaj’s 4-D lifestyle video, along with a custom PDF Spaces live read on the New Heights podcast, hosted by NFL superstars The Kelce brothers.    

In two days, we saw strong top of funnel momentum with 90+ global media placements with 100% positive–neutral sentiment, and social channels live with 260+ pieces of content delivering sentiment +6 pts above the Acrobat Studio August GA. Seeing a +15% lift in total traffic (50% driven by Display, 30% driven by Paid Social) driven by increased paid media investment.  

Now we’re just getting started. This weekend you’ll see Acrobat Studio during the NFL conference games and more Ambassador and Social content, along with emails reaching over 100M free and paid users through the end of February. Stay tuned for more performance in the Day 14 report.  

Media momentum remained strong following Wednesday’s launch of new AI capabilities in Acrobat, which help everyone comprehend, create and collaborate faster and easier. The team continued to land high-quality placements across top-tier tech and business outlets.  

We have secured 90+ placements globally, with sentiment holding at 100% positive to neutral. The coverage contained key messages that support Adobe’s ongoing effort to evolve the perception of Acrobat from a static PDF tool into a dynamic productivity and creativity platform where people do their best work. For example, “With AI now deeply embedded, Acrobat is shifting from a passive document viewer into an active tool for creating, learning, and sharing information in more flexible ways.” – Digital Trends 

Notable placements since the Day 1 comms report include:  

• Tech and business: CNBC, Digital Trends, 9to5Mac, MSFT Unboxd, Trusted Reviews (UK), Dataconomy (DE), Thurrott, Feber (SE), Edge9 (IT), Mac4Ever (FR), Heise (DE), Business Standard (IN) 

• Enterprise: CIO Dive, CXOToday (IN), eWeek, IT Brief (AUS), Le Mag IT (FR), and Swiss IT Magazine (DE) 

• AI Key Opinion Leader (KOLs) media: The Neuron, Think About This By Shelly Palmer, Mindstream, and Mastermind  

• Consumer and non-traditional channels: Daily Tech News Show Podcast and Instagram (1.4K followers), Hanna Gets Hired Instagram Reel, TikTok, Substack, and Linkedin (527.6K total followers), The Newsette, Techmeme Newsletter, Front Row Entrepreneur Podcast 

We continued to see consistent message pull-through in the coverage: 

• Turn PDFs into presentations in minutes (100%): Acrobat lets you transform documents into polished presentations using Adobe Express templates, saving time and effort (9to5Mac,  Daily Straits (AU), MarTech Series) 

• Listen to your PDFs as podcasts (95%): Acrobat’s AI can summarize lengthy documents into podcast-style audio, making it easy to catch up on the go (Trusted Reviews (UK), IT Brief  (AU), Blog Du Moderateur (FR)) 

• Edit PDFs with simple chat commands (90%): Acrobat’s AI Assistant allows you to edit PDFs using natural language prompts, like “delete page 3” or “add a signature” Dataconomy (DE), The Indian Express (IN), Digitale (FR)) 

• Collaborate smarter with PDF Spaces (85%): PDF Spaces enable teams to work together seamlessly by sharing files, leaving comments, and centralizing feedback in one workspace Mac4Ever (FR), Business Standard (IN), The Shortcut) 

• Acrobat Studio: Your all-in-one AI-powered document hub (80%): Acrobat Studio combines AI tools, PDF editing, presentations, podcasts, and collaboration features in one unified platform (Channel City (IT), MarketingDirecto (ES), MSFT Unboxed) 

Headlines continued to be strong, focusing on how Adobe is evolving the value of Acrobat with AI and Express through catchy statements and relatable examples: 

• “Adobe Adds Generative AI Powers To Acrobat And Express To Help You Create Presentations And Podcasts” – The Shortcut 

• “You Can Now Turn PDFs Into Podcasts And Slides With Adobe’s New AI Feature” – Digital Trends 

• “Adobe Acrobat Adds Conversational AI To Edit PDFs With Text Prompts” – Dataconomy (DE) 

• “You Can Now Use AI To Turn Boring PDFs Into Podcasts” – Trusted Reviews (UK) 

• “Adobe Acrobat Studio Transforms Productivity And Creativity With New Generative Presentations, Personal Podcasts And AI-Powered PDF Editing” – MarTech Series 

• “Adobe Knows You’re Not Reading That PDF” – Mindstream 

The launch drove strong media momentum around how Express makes content creation quick and easy, which was included in 68 placements or 75% of all coverage so far. Placements from Day 1 coverage included The Verge, Engadget, XDA Developers, The AI Economy, Small Business Trends; and placements from Day 2 include The Shortcut, MSFT Unboxd, Mac4Ever (FR), IT Magazine (CH), IT Boltwise (DE), Channel Life (AUS), and more. Reporters highlighted how Express powers the Generate Presentation workflow – allowing users to create polished, customizable presentations using professional templates, design tools, and assets, without leaving Acrobat. 

Acrobat introduced expanded Acrobat Studio value, bringing the best of Acrobat’s PDF tools, smart workspaces, and personalized AI Assistants to professional, educational, and personal workflows. The update includes new capabilities such as Generate presentation, Generate podcast, and Shared PDF Spaces.  

• Social kicked off with Do that with Acrobat, Level Up Your Pitch posts on LinkedIn, YouTube, Instagram, and Facebook, with an updated catchy jingle on how users can get into their workplace groove with the new features and make it sing with Adobe Express.  

• Hasan Minaj, our Acrobat influencer partner and marketer, posted on YouTube, Instagram, TikTok, and Facebook, with his 4D Lifestyle video demonstrating how the new features can help working professionals. Comedian, actor, and writer, Ronny Chieng, also commented positively on Hasan’s post with a funny, lighthearted joke thanking Adobe Acrobat for supporting Youtube podcasters.  

• We also had this visually engaging carousel post go live across LinkedIn, and Facebook. Instagram, and Facebook. LinkedIn, YouTube, Instagram, TikTok, and Facebook, with his 4D Lifestyle video demonstrating how the new features can help working professionals.  

The following influencers are now live with content supporting the launch:  

• Walker Ward, a comedic influencer, playing the role of a “finance bro,” explains how he is able to work hard and play harder by utilizing tools to generate presentations for him on the job, and Judy Wang, showcasing how she is able to effectively and efficiently talk to future retail partners by utilizing Generate presentation to create presentations for her small business, across Instagram and TikTok.  

• An influencer cohort of 5-10 influencers will be going live this week: Abbey Kowalec, Addai-Yaw Coker, Angela Cenedella and Erika Kullberg with additional creator partners joining the lineup in the coming weeks for a total cohort of 30 across Acrobat and Express. Across owned and influencers, we have 236 live social posts in support of the launch with more coming soon.  

Social Listening 

Early earned social sentiment is tracking 96% positive-neutral across 201 posts. This is +6% higher positive-neutral sentiment than Acrobat Studio August GA launch on Day 2. The conversation is primarily driven by influencers such as Hanna Goefft and editors like Laurent Giret, with several outlets such as Digital Trends highlighting the new Acrobat Studio features. Negative sentiment remains low at 4% (8 posts total), with some users expressing overall dislike for Adobe as a company and encouraging pirating We will continue monitoring sentiment as the campaign evolves. 

Paid support will ramp up today and begin driving measurable progress toward interactions KPIs. As paid progresses, we will continue to track campaign success closely.

Community announced new Acrobat Studio value across community channels, including a featured Acrobat Studio launch post on the Community Forums and a targeted Adobe Feedback Program newsletter reaching ~4.3K Document Cloud members. The newsletter highlighted how member feedback from a survey conducted in October helped validate the final feature names Generate presentation and Generate podcast. This is a strong example of community nurturing and closing the loop by showing members a tangible outcome tied to their input, reinforcing their feedback truly matters and motivates them to keep participating.

Day 1 Traffic Performance:  

• Overall, Acrobat L1 Launch pages traffic increased by +15% against the baseline, where the pages saw a traffic of 474K on Day 1. 
• Increase in traffic driven by DTWA Campaign page (+54%), GEN AI LP (+15%), Features Overview (6%), A.com HP (3%) whereas Acrobat Overview and Compare versions declined in traffic compared to baseline by -2% and -3% respectively. 
• 51% of total traffic from Display (242K) to Acrobat L1 Launch pages (+10% increase vs baseline)
• Paid Social contributed to 30% (136K) of total traffic (+41% increase vs baseline) though this channel has low conversion rate. 
• SEO and SEM traffic increased by 4% and 2%. 
• US and Canada markets increased by +19% and +21% respectively vs baseline, contributing to the overall traffic increase to the Acrobat core L1 Launch pages. 

Web Orders & CVR Performance for Day 1: 

• Acrobat core pages registered 2K orders (-10% vs baseline) and conversion rate declined by -22% vs baseline. 
• Orders declined in Acrobat Overview page – 14% (674 orders), Features overview page – 28% (34 orders), Compare versions –8% (168 orders) and A.com HP –8% (1.3K orders).  
• At Acrobat core pages, Acrobat Studio registered 438 web orders, +10% vs baseline while Acrobat Pro 1.4K for day 1 compared to 1.6K APCC orders in baseline (-14% vs baseline). Acrobat AI assistant registered 494 orders, -14% vs baseline. 
• Search Natural and Search Paid declined in orders compared to baseline by -12% and -13%. 

• Overall, on Acrobat L1 Launch pages GNav Section showed a reduced user engagement, with CTR declining from 9% to 8% (-11% decrease). Orders decreased by -10%. 
• Marquee section had improved in performance with CTR up by 9% while orders are down by -12%. 

Launched PDF Spaces in Action – Marketing. The goal of this PDF Space is to show how PDF Spaces helps users be more productive marketers. Data to follow in the Day 14 report.