Adobe today announced a new solution to help businesses to ensure their brand is visible, trusted, and chosen across AI surfaces.
Called Adobe Brand Visibility, the product is part of Adobe CX Enterprise, an agentic AI system built to simplify how businesses manage the customer lifecycle, from acquisition to prospect engagement, to driving conversion and lasting loyalty.
The use of LLMs to identify and research products and services is a significant change for both marketers and consumers. With the announcement, Adobe also released data highlighting the substantial growth in LLM use. AI traffic to U.S. retail sites surged 1,324% between October 2024 and May 2026. In the travel sector, AI traffic is up 2,215% in the same period.
“We used to get back the same thing (a SERP page with links on it). Now, the answers appear to be random, but they aren’t at scale. But companies don’t have tools to do it,” Loni Stark, vice president of strategy and product, Adobe, told MarTech.
Brand visibility backed by data
Adobe Brand Visibility is the company’s first product for generative engine optimization (GEO) since Adobe acquired Semrush in May. It combines the capabilities of Adobe LLM Optimizer with Semrush’s AI Optimization tool. (Third Door Media, which published MarTech, is part of Semrush, an Adobe company.)
Adobe Brand Visibility draws on nearly 300 million real-world AI search prompts (which Adobe says is the largest global database of its kind) to help teams see which prompts they are winning or losing.
When combined with Adobe’s first-party signals from owned channels, it gives marketers a complete picture of how their brand appears across ChatGPT, Google AI Mode, Microsoft Copilot, and Perplexity AI, from mention frequency and audience reach to competitive share-of-voice and content gaps. AI agents then surface prioritized recommendations, allowing updates to be deployed quickly with impact measured directly in the tool.
Adobe Brand Visibility also offers competitive brand comparison, which lets marketers compare their brand against competitors, to see where they earn citations, how often the brand is mentioned and drive historical comparisons of mentions.
It also includes SEO intelligence, because SEO fundamentals play an important role in AI search visibility. Relying on Semrush data with 28 billion keywords and 43 trillion backlinks built over 17 years, SEO intelligence reveals where a brand’s existing search authority should be driving AI citations and which content investments will close that gap across both channels in tandem.
There’s still a lot for everyone to learn about how LLMs work and how brands can improve their visibility, but Star is confident Adobe is positioned to lead in this space.
“Adobe had owned data. Semrush had data and trends, she said. “We don’t have all of the answers, but we have the best data.”