How Adobe and GE Achieved Digital Maturity 

Running a business today is tougher than ever. Customers expect more, technology moves fast, and competitors keep innovating. Companies that don’t adapt risk falling behind. Digital maturity—the smart use of technology to improve operations—can make the difference between success and failure. 

But what does digital maturity really mean? It’s not just about using the latest tools—it’s about integrating them in a way that makes a business more efficient, flexible, and customer-focused. The companies that embrace AI, automation, cloud computing, and data analytics stay ahead. Those that resist change often struggle to keep up. 

What is digital maturity? 

Digital maturity isn’t just about adopting new software or migrating to the cloud. It’s about embedding technology into a company’s DNA—streamlining workflows, making data-driven decisions, and enhancing customer experiences. Businesses that do this well gain a competitive edge, while those that lag behind risk becoming obsolete. 

How Adobe and GE transformed their business models 

Adobe and General Electric (GE) both faced major challenges. Adobe needed to overhaul its outdated software sales model, while GE had to bring digital intelligence to industrial operations. Both companies tackled these problems with bold digital strategies, offering useful lessons for businesses looking to do the same. 

Adobe’s bold shift to digital success 

Adobe used to sell software like Photoshop and Illustrator in physical boxes. Customers paid a one-time fee, often hundreds of pounds, for a licence. But this model had problems—piracy was common, and revenue was unpredictable. 

In 2012, Adobe made a game-changing decision: it moved to a subscription-based model. With Creative Cloud, customers could access Adobe’s full suite of software for a monthly or annual fee. This shift provided steady income and ensured users always had the latest updates. 

At first, many customers resisted. People were used to one-time purchases and disliked ongoing payments. But over time, businesses and creative professionals saw the benefits—regular updates, cloud storage, and easy collaboration. This change secured Adobe’s future in a digital-first world. 

AI and data-driven innovation 

Adobe didn’t stop at the cloud. It launched Adobe Sensei, an AI-powered platform that automates design tasks, enhances photo editing, and provides personalised marketing insights. 

By leveraging customer data, Adobe refined its software to match real-world needs. For example: 

• Adobe Firefly used generative AI to create images and design elements based on text prompts, revolutionising content creation. 

• AI-powered image tagging in Lightroom made organising photos easier. 

• Premiere Pro’s automated video editing tools, such as Scene Edit Detection, sped up production for creators. 

• Predictive analytics in Adobe Experience Cloud helped businesses tailor marketing campaigns to individual customer behaviour. 

AI made Adobe’s tools smarter, boosting productivity for millions of users. 

The financial impact 

The results were remarkable. Adobe’s transition to a subscription model transformed its revenue. By 2023, the company’s annual revenue hit $21.51 billion (£17 billion). This digital-first strategy turned Adobe into one of the most successful tech companies in the world. 

GE’s smart leap into AI and IoT 

GE is known for industrial equipment—jet engines, power plants, and medical machines. As industries digitised, GE saw an opportunity to revolutionise industrial operations using real-time data. 

AI-powered predictive maintenance and industrial optimisation 

GE integrated AI-driven predictive maintenance and operational intelligence across key industries, enhancing efficiency, reducing costs, and improving decision-making. 

• Aviation: GE Aviation’s FlightPulse helped pilots optimise fuel efficiency using real-time flight data, reducing emissions and fuel waste. Meanwhile, Digital Twin technology simulated engine performance to detect early signs of wear, preventing in-flight failures. Additionally, Fuel Insight processed live flight data to optimise routes, cutting operational costs and carbon footprints. 

• Energy: GE Digital’s Asset Performance Management (APM) software monitored power plant turbines, predicting failures before they happened and extending equipment lifespan. Meanwhile, GE Vernova’s GE Grid Solutions’ Advanced Distribution Management System (ADMS) used AI to balance power demand, preventing blackouts and improving grid stability  

• Healthcare: GE Healthcare’s OnWatch Predict provided AI-driven MRI and CT scanners diagnostics, reducing downtime and improving hospital efficiency. Additionally, Edison AI automated anomaly detection in medical imaging, helping radiologists diagnose diseases like cancer with greater accuracy. 

These innovations reinforced GE’s position as a leader in industrial AI, driving long-term competitiveness in an evolving market. 

The financial impact 

GE’s digital initiatives have continued to grow since 2021. In 2023, GE Digital reported revenues of $958 million, up from $882 million in 2022. Looking ahead, GE Vernova, encompassing GE’s energy businesses, is projected to generate revenues between $34 billion and $35 billion in 2024, with an adjusted EBITDA margin in the mid-single digits. 

Key takeaways for businesses hoping for digital maturity 

Adobe and GE’s journeys show that digital transformation isn’t just about technology—it’s about mindset. Here are four key lessons: 

• Be ready for change, even when it feels risky – Adobe’s shift to a subscription model wasn’t popular at first, but it paid off massively.  

• Use AI and data to stay ahead – GE’s predictive maintenance saved businesses millions by preventing costly failures.  

• Think scalable, think Cloud – Adobe’s move to the cloud ensured constant innovation and accessibility.  

• Put customers first – Both companies used digital tools to enhance user experiences and solve real-world problems. 

Distilled 

Digital maturity isn’t just for tech giants—it’s something every business must consider. Adobe and GE prove that embracing AI, cloud computing, and IoT isn’t just about chasing trends; it’s about future-proofing your company. 

Where does your business stand? If digital transformation isn’t on your radar yet, you might already be falling behind. The good news? It’s never too late to start.