Adobe to automatically move subscribers to pricier, AI-focused tier in June

Subscribers are also paying for access to Adobe’s Firefly AI image synthesis generator app, which includes the Firefly Video Model for text-to-video generation. Firefly also has a public beta called Firefly Boards for making collaborative moodboards using Firefly or other AI models that Adobe has partnered with, including OpenAI and Google’s Imagen 3 and Veo 2.

Creative Cloud Pro subscriptions include 4,000 monthly generative credits, which allow users to make up to 40 five-second videos or translate as many as 14 minutes of video and audio.

“I don’t need more AI in my life”

By automatically forcing customers onto a more expensive plan, Adobe risks upsetting, disrupting, and confusing customers, even though the company is emailing customers about the change. The changes also give credence to fears that many customers had when Adobe started incorporating generative AI into its offerings.

One Reddit user, MikeyPx96, lamented the updates, noting:

So if you like the current "all apps" plan it’s going to cost $10 more… because AI.

Or you can downgrade to the cheaper "Standard" plan but lose access to features we’ve had the whole time like full access to the iPad/iPhone Apps.

Also, 25 credits in the standard plan is not nearly enough since your AI features don’t always give great results on the first try.

I cancelled Adobe and moved to DaVinci and Affinity 6 months ago and I don’t regret it at all. Adobe never ceases to "create" new ways to nickel and dime their customers.

Another Redditor, Bmorgan1983, commented, “This is dumb. I don't need more AI in my life."

Adobe isn’t the only creative software company seeking to use generative AI to pull more money from customers. Last year, Canva announced new AI capabilities that led to 300 percent price hikes for some business customers. After customer backlash, Canva partially relented in October by allowing teams users to add up to four users for free instead of charging them per user.

Like Canva, Adobe is trying to introduce new features and be part of the generative AI boom while maintaining interest from creative customers, who are often long-time users who may not be interested in many of these added capabilities. For now, it seems that the former is being prioritized.

After we published this article, Adobe updated its support page to say that new customers will be able to subscribe to Creative Cloud Standard. Previously, its support page stated that "only existing customers can switch." We've updated this article accordingly.