Google Takes Aim at Adobe with Gemini Enterprise

Google Cloud has embedded its Gemini Enterprise into Avid Media Composer, a professional video editor used in Hollywood's post-production, posing a challenge to Adobe's dominance in the industry. This development comes after Jim Cramer warned that Google was coming for Adobe's turf.

The integration of Gemini Enterprise into Avid Media Composer is a significant move, with Gemini now processing 22 billion API tokens per minute. Nearly 90% of Fortune 100 companies already use Gemini Enterprise, demonstrating its widespread adoption.

The challenge to Adobe's dominance is evident in its share price, which has fallen 62% over five years. In the past week, Adobe shares have fallen 11.5%, while over the past year, they have declined 27.8%. The long-term trend is also downward, with shares falling 61.6% over five years.

Jim Cramer had warned on September 1 that Google was coming for Adobe's turf, and this development appears to vindicate his prediction. Google Cloud and Avid announced the embedding of Gemini Enterprise into Avid Media Composer on September 11, 2026, just a day after Adobe reported its Q3 earnings.

## Why it matters The embedding of Gemini Enterprise into Avid Media Composer is a significant development in the tech industry, as it challenges Adobe's dominance in the post-production software market. With nearly 90% of Fortune 100 companies already using Gemini Enterprise, Google Cloud is well-positioned to gain market share. The decline in Adobe's share price over the past five years reflects the increasing competition in the industry, and this development is likely to further erode Adobe's market share.

The stakes are high, with the entire post-production software market potentially being reshaped by this development. As AI platforms continue to erode Adobe's once-uncontested enterprise software dominance, Google Cloud's move is likely to have significant consequences for the industry. With Hollywood's post-production stack being a key market for Adobe, the embedding of Gemini Enterprise into Avid Media Composer is a major challenge to its dominance.