India’s rapid AI adoption is shaping Adobe’s global product strategy, says Ben Goodman

India has emerged as one of Adobe’s most strategically important markets, with the country’s rapid adoption of artificial intelligence helping shape the software company’s global product roadmap, according to Ben Goodman, President of JAPAC at Adobe.

Speaking to CNBC-TV18, Goodman said Indian enterprises are deploying AI into production faster than most global markets, prompting Adobe to build products that address the country’s unique requirements around scale, governance and enterprise adoption.

“India is a hugely important market for Adobe in terms of its criticality and relevance, while also helping educate the organisation on our roadmap and where we need to go,” Goodman said.

He said Indian organisations are moving beyond AI experimentation and are increasingly integrating the technology into production systems, making the country an important reference point for Adobe’s product development.

“One of the great things about India is the simultaneous experimentation with and use of AI in production systems, probably ahead of most other markets,” Goodman said.

He attributed the trend to the country’s scale, saying organisations need to adopt AI quickly while ensuring responsible deployment.

“Primarily because there is such a large audience to serve, Indian organisations really need to leverage AI as quickly as possible, in a safe and governed way, to make sure they can keep up with demand,” he added.

Goodman said Adobe also views India as a strategic market because of its engineering talent, enterprise customers and globally recognised brands. He added that the company is learning from Indian businesses—including banks, automotive companies and system integrators—on how to build products capable of serving millions of users.”India is a market that redefines the word ‘scale’ for the world,” Goodman said.

Beyond influencing Adobe’s product strategy, Goodman said the company’s Agentic AI technologies are helping businesses transform content creation and marketing operations by significantly reducing the time needed to execute campaigns.

“It’s delivered unprecedented scale: the ability to take campaigns that could previously have taken months and bring them down to minutes,” he said.

According to Goodman, enterprises are using Adobe’s AI capabilities to create and personalise content across multiple brands, markets and customer segments more efficiently, enabling marketing teams to scale operations while maintaining governance and brand consistency.

“We are empowering everyone to create, whether it’s individuals looking to create for their own purposes or launch their own businesses, or the largest, most iconic brands in the world… to truly transform their businesses,” Goodman said.