We’re excited to share the FY26 Acrobat May Marketing Moment delivered strong momentum within its first 9 days. The launch of the new productivity agent and PDF Spaces sharing and publishing capabilities continues to drive coverage across tech, business, consumer, and nontraditional media outlets, reinforcing Acrobat’s positioning as an AI-powered productivity agent and collaborative document experience. To date, the launch has generated 100+ stories across business, technology, AI, consumer, entertainment, and international outlets with 100% positive-to-neutral sentiment. Coverage consistently reinforced Adobe’s narrative around redefining how people understand, create, and share content through AI-powered document intelligence and PDF Spaces, with additional amplification planned across leading AI podcasts, Instagram channels, and newsletters in the coming weeks.  

Social and influencer programs delivered strong early engagement, with influencers driving 4.8M interactions, 69.5K engaged interactions, and 4.7M video views across 38 posts to date. Creator-led demonstrations centered around AI-powered summaries, collaboration workflows, and productivity gains resonated strongly with audiences, while sentiment remained overwhelmingly positive-neutral at 98%. Additional influencer videos and promotional tactics are scheduled to roll out over the coming weeks, supporting continued momentum.  

A.com delivered positive top-of-funnel growth during the first week of launch, with overall DC traffic up +6% vs. baseline and Document Cloud MLG traffic up +10% vs. baseline. Updated Acrobat launch pages generated 3.8M visits within the first week, while DCT traffic increased +14% vs. baseline and Acrobat B2B updated pages outperformed baseline traffic by +28%. While conversion softened slightly due to increased traffic volume and channel mix shifts, launch pages continued to drive meaningful order participation and momentum for Acrobat AI Assistant Plus and Acrobat Express standalone offerings. 

LCM launched announcement emails globally across free and paid audiences, reaching more than 115M users across High Propensity, Low Propensity, and paid segments. Campaigns focused on the new Sharing in PDF Spaces capabilities, while additional onboarding and lifecycle journeys were introduced to support Acrobat Express and AI Assistant Plus engagement. Full performance metrics will be incorporated into the 30-day report.  

PDF Spaces and partnership activations further extended launch impact, with Total WAU growing +25% to 953K and Total MAU increasing +8% to 2.99M. Marketing efforts and newly published PDF Spaces contributed 151K incremental MAU, accounting for 82% of overall weekly growth. Partnerships with VICE, News Not Noise, Mindy Weiss, Kid Cudi, and creator-led PDF Spaces helped drive scaled awareness and engagement, while podcast integrations and boosted social promotion further expanded visibility and reach.  

Media coverage PDF Space 

The launch of the new productivity agent and PDF Spaces sharing and publishing capabilities continues to drive coverage across tech, business, consumer, and nontraditional media outlets in the first nine days. Coverage to date has consistently reinforced Adobe’s narrative of redefining how people understand, create, and share content.  

New stories since last week’s comms report include Solutions Review, Android Guys, Computer Base (DE), Fe News (UK)and IT Brief Australia (AUS). In addition, the team has secured ongoing opportunities with leading AI non-traditional podcasts and Instagram channels to further amplify the news, including The Media Copilot, 80/20 AI, Today in AI, AI News Daily and ArtificialIntelligence.co. 

Results at a Glance: 

• 100+ stories across business, technology, AI, consumer, entertainment and vertical outlets  
• 100% positive to neutral sentiment

Notable Stories: 

• Tech and business: Fast Company, Fortune, Marketing Dive, Solutions Review, Android Guys, MSN, Computer Base (DE), Fe News (UK), Softonic (ES), IT Brief Australia (AUS) 
• Consumer and non-traditional channels: Apartment Therapy Facebook (1.3M followers) and Pinterest (5.6M followers)

Standout Headlines:

• “Adobe is redefining how we understand, create, and share”
• “Stop sending files and start sharing experiences”  
• “Adobe Acrobat as a marketing tool? New AI features help you reach every stakeholder, every time” 
• “Productivity agent: Sdobe launches an alternative to NotebookLM with a sharing function”  

Top Themes in Coverage (summarized via PDF Spaces): 

• AI-Powered Document Intelligence: Adobe’s productivity agent, powered by Acrobat’s document intelligence, is enabling users to surface insights, generate content and share information through conversational interfaces. 
• Shift from Passive Tools to Autonomous Agents: Adobe’s agent marks a shift from traditional, passive PDF tools to autonomous AI agents that can orchestrate workflows, manage information, and collaborate across platforms, freeing users to focus on higher-level tasks. 
• PDF Spaces as AI-Powered Workspaces: The launch positions PDF Spaces as a new AI-powered workspace that transforms static documents into interactive, customizable experiences with features like audio summaries, branding, and real-time updates. 
• Customize and Share Experiences The new features allow users to tailor and share document experiences for specific audiences, customize AI assistants that answer questions, and provide suggestions and engagement analytics, supporting more impactful communication. 

Looking ahead, we have secured three newsletter placements in I Hate It Here (130K subscribers) to highlight HR use cases and two newsletter placements demonstrating consumer trends use case related to the World Cup from the Skimm’s Well Played, a weekly sports newsletter with 1.3M subscribers. 

Influencer: 

The campaign continues to gain momentum in its second week, with 7 of 14 creators now live across Instagram, YouTube, LinkedIn, and TikTok. To date, the campaign has generated 4.8M interactions, 69.5K engaged interactions, and 4.7M video views across 38 total posts. 

Top-performing creators continue to drive strong engagement through relatable, workflow-focused content showcasing Acrobat’s PDF Spaces and AI Assistant capabilities: 

• Tiffany Aliche leads overall performance with 1.2M interactions and 9.8K engaged interactions, driven by a YouTube Short focused on team collaboration and AI-powered meeting preparation.  
• Breanna Banaciski leads in engagement with 22.9K engaged interactions and 1.1M total interactions, as her real estate-focused Instagram Reel continues to resonate strongly through practical Acrobat workflow demonstrations.  
• Angela Cenedella generated 1M interactions and 12.5K engaged interactions, with legal workflow and document organization content continuing to perform well.  
• Additional strong performers include Heather Rae Young (602.7K interactions), Mindy Weiss (529.7K interactions), and Joe Sasto (237K interactions).  

Campaign performance continues to reinforce that creator-led demonstrations of real-world business workflows are resonating most strongly with audiences. Content centered around AI-powered summaries, document organization, collaboration, and productivity gains continues to drive the highest engagement across platforms. Instagram Reels remain a top-performing format for engagement and sharing behavior, while YouTube Shorts are proving highly effective for scaled reach and visibility. 

Audience sentiment remains overwhelmingly positive-neutral at 98% across 752 comments. Feedback continues to highlight strong interest in Acrobat’s AI capabilities and practical workflow applications, with many users expressing surprise at the breadth of Acrobat functionality and its real-world business value. 

• “The Ad we didn’t know we needed.” 
• “Love this thanks for sharing 🙌”” 
• “Will be downloading to organize our shade files. 🗂️💄” 

• “Need to check this out!” 

• “Love this…using AI..always ahead of the curve!” 
• “This is game changer 👏” 
• “This is where AI becomes genuinely useful, not just generating content, but reducing coordination chaos. Getting strategy, context, and execution into one place is what helps teams move faster without losing alignment.” 
• “The ‘one place for everything’ problem is real half the work in strategy sessions is just finding the right doc. Using AI to surface themes across multiple files before the meeting even starts is a smart move” 
• “@thingsshapedlikeohio we could use it to meal plan for the week 🚨” 
• “Had no idea and I have Acrobat Pro. 🤷🏾‍♀️” 
• “I live for Adobe tbh, I edit way too many PDFs to not lol”

Owned:

A total of 10 owned organic posts went live across Facebook, Instagram, TikTok, YouTube, LinkedIn, X, and Threads, generating approximately 49.5K interactions and 49.1K views overall. Performance was largely driven by Instagram (43.6K interactions and 43.5K views), while the remaining platforms delivered comparatively modest engagement and reach. 

Social Listening: 

Audience conversations around Acrobat PDF Spaces continue shifting from general Acrobat updates toward practical applications of PDF Spaces and AI Assistant, particularly around collaborative workflows, AI-generated summaries, and document organization. In total, the conversations generated 285 mentions, 10.3K engagements, and a potential reach of 314.3M. Sentiment remained favorable, with 55.8% positive sentiment and 0% negative sentiment. 

Users are increasingly recognizing Acrobat’s value in streamlining research and productivity workflows, though some conversations also referenced competitive AI research tools such as NotebookLM. Overall, sentiment indicates growing awareness and interest in Acrobat’s AI-powered workflow capabilities and real-world utility. 

Community created a new tutorial video hosted on YouTube showcasing the importance of the new sharing capabilities, promoted new feature announcements across key community groups, and hosted workshops at net-new events:

Events & Experiences:

Reached 1,700+ engaged attendees across launch-related events/workshops, including Adobe’s first participation at Small Business Expo NYC, Ambassador enablement sessions, Customer Zero Bootcamp(s) and Acrobat Studio Experience Day. The Experience Day featured a dedicated sharing + collaboration session and a product expo demo booth that drove high-quality Customer Zero engagement. 

Always-on Engagement:

Sustained launch visibility and generated 1,500 + engaged interactions across community channels which included three posts published on the Acrobat Community Page, including a Sharing + Collaboration announcement, a GEO/LLM-focused PDF Spaces article timed to launch momentum, and an Acrobat Express offer announcement, alongside an Adobe Feedback Program newsletter deployment that amplified awareness among engaged customer audiences. These efforts drove traffic to key launch destinations, including the Adobe blog, campaign landing page, Acrobat Express landing page, Community’s latest YouTube video, and directly into the product experience. 

Ambassador Launch Moment Activity:

To drive awareness and learning at launch, we shared the news with our Ambassador community and hosted a live demo highlighting new publishing functionality. Ambassadors helped spread the word by liking and upvoting the Sharing + Collaboration announcement, showing support on our branded YouTube video announcement, and signing up to create and share their own PDF Spaces on LinkedIn. 

User Research:

14 Ambassadors (including 7 SMBs) took part in pre-launch research initiatives supporting Sharing GTM readiness efforts. Feedback surfaced key adoption risks and helped the PMM team identify user expectations and remaining gaps ahead of a successful launch.

Community Insights: 

“The audio summary is unreal. It’s such a great and exciting feature, I use it all the time as it gives me a great overview of my documents that’s easy to digest as helps massively when I’m creating podcast show notes and digesting news items that will feature on the podcast”  

“The biggest win here for me is definitely being able to track views and and customizing all of the text, titles, and adding my logo before sharing PDF spaces with clients.” 

“PDF Spaces is honestly one of the most practical updates Adobe has rolled out in a while. The idea of turning a static document into a guided, interactive experience is something a lot of professionals have needed without even realizing it.” 

Announcement emails were deployed globally to both free and paid audiences on May 11–12, targeting 62M High Propensity, 48M Low Propensity, and ~5.2M Paid users* across WWEN and T1 locs. These campaigns highlighted the new Sharing in PDF Spaces capabilities, with free audiences directed to the Acrobat Overview page and paid audiences driven in-product to encourage feature engagement. 

Within the Low Propensity segment, an A/B test was conducted to compare feature release messaging against an Acrobat Express conversion message, with the goal of evaluating whether the lighter, lower price point SKU would resonate with the lower purchase-intent audience. 

In addition to the announcement emails, a new onboarding email was stood up for new Acrobat Express subscribers, while AIA Plus subscribers were enrolled into the Studio/Soft Offer journeys. 

Performance metrics for these efforts will be available in the 30-day report. 

*Please note that we’re currently experiencing data reliability issues, so the paid user deliveries will be more accurate for the 30-day report. 

DC Overall

Traffic Performance for week 1: 

• Overall DC traffic increased by +6% against the baseline (pre-launch 4-week average), Document Cloud MLG traffic increased by +10% against the baseline driven from Media traffic.
• Acrobat updated pages drew 3.8M visits in the first week of launch:
  • The 5 existing pages outperforming baseline by +7%, driven by incremental media on the Gen AI landing page;  
  • The 2 net-new pages (Acrobat Express and Acrobat Studio landing pages) currently at a low level, with 5K combined visits.  

Web Orders & CVR Performance for week 1: 

• Overall DC web orders declined -2% with conversion of -8% against baseline, primarily driven by non-launch factors that boosted traffic without driving incremental orders. MLG orders dipped -1% with conversion -10% vs. baseline, largely attributable to the increased email traffic last week.
• Acrobat updated pages received 3,667 total order participation, with the breakdown in the table below. Across the five existing pages, order participation declined -7% (-261 orders) vs. baseline with conversion down -13% (-0.01 ppt). The conversion softness was mainly from the 2 pages: Acrobat Overview page saw softness in organic channels and Gen AI landing page getting doubled paid media traffic diluting the conversion.
• The AGIL SKU – branded as Acrobat AI Assistant Plus when bundled and as Acrobat Express when sold standalone – received 21K orders across surfaces combined. A.com launched the standalone Acrobat Express offering on 5/6, contributing 2% (397 orders) of AGIL’s total volume as it’s merchandised in limited places (one of the test experiences in US and from the net new Acrobat Express landing page).

DCT 

Traffic Performance for week 1: 

• Overall DCT and DCT MLG traffic increased by 14% against the baseline (pre-launch 4wk avg), Paid Media traffic is up by 9.4% and Organic traffic is up by 37.3% vs baseline. 
• Acrobat B2B updated pages (Acrobat BSO, Acrobat Teams, Acrobat Sign) saw 120K traffic resulting the pages to outperform against baselines (avg. 94K) by 28%.
• The major contributor for this was the Acrobat Sign (adobe.com/acrobat/business/sign.html), and Acrobat BSO Page (adobe.com/acrobat/business.html).
• 69% of traffic was from Organic, and 15% from Paid Media channel. 

Web Orders & CVR Performance for week 1: 

• Overall DCT web orders increased by 8.1%, and MLG web orders increased by 5.9% vs. Baseline. Units increased by 12.6% across both overall DCT and DCT MLG segments. Conversion declined by 1.54% largely attributed to the surge in traffic. 
• DCT Acrobat pages recorded 1,212 order participation, reflecting 13%, increase observed across updated pages. The conversion softness (-12%) was predominantly on the Acrobat Business Sign page, as a 143% rise in Typed Bookmarked traffic diluted the conversion.
• The AGIL SKU – Received a total of 31 orders translating to 58 units
  • TWP/D2P Mix: 52% of the orders (16 orders) were purchased as TwP while remaining 15 as D2P.
  • Add to Cart: The B2B Pricing Page emerged as the most frequent add-to-cart location for the new SKU. Challenger users from DC1169 interacted with this SKU. 
  • SKU Shift: AGIL SKU contributing 1% units, while the rest of the DCT SKU ratio remained flat vs. baseline. 

Demand Progression:

Paid Social and Display spend is ~$77k since launch on 5/6. Still waiting on receiving engaged visit data, but in-platform click metrics are strong; on YouTube, Edit PDF 15s is yielding the highest CTR of any asset, almost 3x average CTR. Will be able to include New Engaged Visit data on Day 30 report to understand audience engagement. 

Demand Conversion:  

Paid Social launched with statics currently spending $60,197 with the majority of spend coming from Meta which also takes the bulk of our paid social budget. Display and Paid social will launch video assets around 5/20 upon receiving those assets. Rolling launch of creator content on paid social as well mainly focused on Meta and TikTok.  

All paid media campaigns are currently running with display and video live as well.  Top two channels driving visits are Meta Demand Conversion & Display Demand Progression campaigns. 

• Paid Media Visits – 1,123,855
• Engaged Visits – 137,236
• Engagement Rate = 21% 

Overall, 5/4-5/8 was a major week for PDF Spaces and Partnerships. While data is only available through 5/8, actions taken last week drove one of the largest w/w PDF Spaces MAU increases to date, with Total WAU growing 25% to 953K and Total MAU increasing 8% to 2.99M.  

In the data available (5/6-5/8) our marketing efforts and newly published PDF Spaces accounted for 151k incremental MAU and accounted for 82% of the overall weekly growth.  

Publishing Partners:

Our two publishing partners, Vice + News Not Noise, were well received from both press and their unique audiences. Vice was featured in a large number of the 159 news articles highlighting the release (see above), and News Not Noise experienced one of the best launches – 2,703 visitors in 2 days with a 15% engagement rate (+4,447% higher than the partner average). 

Curated PDF Spaces:

Mindy Weiss’ Wedding Planning PDF Space launched in-product, supported by her social posts (which drove +500k interactions), and influencer promotion driving traffic from external audiences.   

Partner-Created PDF Spaces: 

In addition to Vice, News Not Noise and Mindy Weiss, 14 additional creators also began promoting their own published PDF Spaces. Since launch, 7 out of 14 creators have posted, generating 4.8M interactions, 69.5K engaged interactions, and 4.7M video views across 38 total posts.  (see social section for more details). MAU from these partner PDF Spaces will be available next week.  

Kid Cudi & The Big Bro Podcast:

Expanded promotional efforts to drive MAU into his PDF Spaces launched and are seeing great success. Both Acrobat social and Big Bro social teams have invested new funds into paid boosting of his existing social posts. A new Acrobat social awareness ad launched and is currently being boosted, and a new Kid-Cudi focused landing page is now live to give users access to his PDF Spaces and more information about our product. Between 5/6-5/8, these promotional efforts generated 149k in new incremental MAU.   

Kelce Bros / New Heights Mid-Rolls:

Two of four planned podcast mid-roll ads aired, highlighting PDF Spaces and Conversational AI. The episodes generated a combined 530K YouTube views as of 5/15. 

Next Steps:
New promotional tactics will begin launching, including a new ad promoting News Not Noise’s PDF Space, increased boosting of Kid Cudi’s PDF Spaces, additional influencers creating and promoting their own PDF Spaces and dedicated emails to low prop audiences that all drive into PDF Spaces.