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The Gist
Unified visibility solution. Adobe integrates Semrush AI insights with content optimization.
Real-time competitive analysis. Marketers gain prompt-level visibility across major AI platforms.
Marketing team enablement. Brand teams can improve AI search presence and measure impact.
Adobe on June 17 announced Adobe Brand Visibility, a tool to help businesses monitor and improve how their brands surface across AI-powered search platforms including ChatGPT, Google AI Mode, Microsoft Copilot and Perplexity AI. The product was unveiled at Cannes.
The offering combines capabilities from Adobe's LLM Optimizer with Semrush's AI Optimization tools. It sits within Adobe CX Enterprise, which Adobe describes as an end-to-end agentic AI system for managing the full customer lifecycle. Adobe acquired Semrush this year.
Adobe said AI traffic to U.S. retail sites surged 1,324% between October 2024 and May 2026, while AI traffic in travel rose 2,215% over the same period. The company said the solution draws on more than 289 million real-world AI search prompts, which it calls the largest global database of its kind.
“In a world where customers often interact with an AI tool before ever reaching a business's website, visibility is everything now,” said Anil Chakravarthy, President, Customer Experience Orchestration Business, Adobe. “Adobe has helped brands navigate and get chosen in every wave of marketing transformation, and Adobe Brand Visibility now provides a comprehensive solution for teams to expand their company's influence across AI surfaces. Following the close of our Semrush acquisition, we moved quickly to integrate its capabilities, and early customer demand has exceeded expectations.”
The news comes after Adobe reported quarterly earnings last week with some wins and losses. The win: record revenue of $6.62 billion in Q2. The loss: Dave Durn, CFO, stepped down June 15. Steve Day, the SVP of Corporate Finance and CFO of Adobe's Customer Experience Orchestration Business Unit, is now the interim CFO.
That comes after Adobe CEO Shantanu Narayen said he'd stepped down after nearly 20 years leading the San Jose, Calif.-based creative cloud and enterprise software company.
New CFO. New CEO. New name for a business unit — Adobe changed "Digital Experience" to "Customer Experience Orchestration."
Winds of change, for sure.
Table of Contents
- Adobe Brand Visibility Feature Breakdown
- Recent Adobe News
- GEO: Visibility, ROI & the AI Gap
- Adobe Background
Adobe Brand Visibility Feature Breakdown
Speaking of change, the way brands want to be discovered in the content world is changing. And fast. SEO is stepping aside for AEO, GEO or whatever you want to call it.
And Digital Experience Platform (DXP) providers are racing to support offerings for brands that help them get recognized by LLMs like ChatGPT, Perplexity and Claude. Adobe Brand Visibility can operate as a standalone application or integrate natively with Adobe Experience Manager, according to the company.
Capability | Description |
|---|---|
Visibility insights (Semrush data) | Tracks brand mentions, audience reach and top prompts across AI surfaces |
Prompt strategy analysis | Identifies trending topics and prompts for optimization before competitors act |
Competitive brand comparison | Compares citation frequency and mention history against competitors |
Auto-optimization | Surfaces prioritized recommendations; deploys updates in minutes, per Adobe |
SEO intelligence | Leverages Semrush's 28.5B-keyword, 43T-backlink corpus for AI citation gaps |
Recent Adobe News
Adobe continues to navigate that pivotal leadership transition after Narayen announced in March 2026 he will step down after 18 years — a tenure that saw revenue grow from under $1 billion to more than $25 billion. Lead director Frank Calderoni is heading the succession search while Narayen moves to executive chair.
The incoming CEO inherits notable headwinds: the failed $20 billion Figma acquisition, intensifying competition from composable digital experience platforms, and Optimizely's recent displacement of Adobe's No. 1 DXP position in the Gartner Magic Quadrant.
Despite the uncertainty, Adobe's Q1 FY2026 results beat guidance across every major metric — $6.40 billion in revenue (up 12% YoY), non-GAAP EPS of $6.06 and $2.96 billion in operating cash flow — with AI as the primary growth engine. The agentic CX suite recorded 13x growth in trials, and Adobe subsequently launched a CX Enterprise Coworker Agent to automate campaigns, analytics and journey orchestration.
Also in March, Adobe resolved a DOJ lawsuit originally filed in June 2024 over subscription disclosure practices, agreeing to $75 million in free services and a $75 million cash payment while denying wrongdoing.
The Emerging AEO Market Takes Shape
Editor's note: As AI-generated answers increasingly influence buyer research and brand discovery, major DXP, SEO and marketing technology providers are rolling out competing approaches to Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO). Here's how the market is developing.
| Vendor | Offering | Primary Focus | Key Differentiator |
|---|---|---|---|
| Adobe | Adobe Brand Visibility | AI search visibility and brand monitoring | Combines Semrush AI optimization intelligence with Adobe CX workflows, using visibility data from hundreds of millions of AI prompts. |
| Optimizely + Conductor | Full AEO Platform | AI discovery analytics and optimization | Brings together agent visibility analytics, AI traffic data, GEO/AEO intelligence and autonomous agents that can act on recommendations. |
| Conductor | AgentStack | Enterprise AI search visibility infrastructure | Provides agentic workflows, AI visibility monitoring and integrations with ChatGPT, Claude and Copilot environments. |
| Semrush | AI Optimization Suite | Prompt visibility and competitive intelligence | Uses large-scale search and AI discovery datasets to identify citation gaps, competitor visibility and optimization opportunities. |
| BrightEdge | AI Search & GEO Platform | AI citation tracking and content recommendations | Extends traditional enterprise SEO into AI answer engines with visibility, citation and recommendation monitoring. |
| Siteimprove | AI Search Optimization Capabilities | Content performance and discoverability | Connects content quality, governance and optimization workflows with emerging AI search visibility requirements. |
| Profound | AI Visibility Platform | Brand monitoring across LLMs | Purpose-built startup focused exclusively on tracking how brands appear in AI-generated answers and citations. |
| seoClarity | AI Search Optimization Tools | Enterprise search intelligence | Expands SEO analytics into AI-generated search experiences with visibility and content opportunity analysis. |
GEO: Visibility, ROI & the AI Gap
Generative Engine Optimization (GEO) is now a measurable competitive lever, and early movers are reporting gains in AI citations, traffic and pipeline.
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Gartner predicted traditional search volume will drop 25% by 2026 due to AI chatbots and virtual agents. Meanwhile, 45% of B2B buyers used AI tools during a recent purchase, and Semrush found 93% of Google AI Mode sessions end without an external click. Brand shortlisting is increasingly happening inside AI-generated answers, not on the open web.
Adobe Background
Founded in 1982 in Mountain View, California, Adobe serves creative professionals, marketers and enterprises seeking advanced digital asset management tools and experience management solutions. The company offers Creative Cloud, Document Cloud and Experience Cloud, with generative AI capabilities now layered in through Firefly.
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