Adobe said on the 19th that it unveiled a "brand visibility solution" that solves the brand management challenges corporations face as artificial intelligence (AI) chatbots and AI browsers emerge as key search and shopping gateways for consumers. It is a solution that manages how a brand is exposed and perceived in AI-based discovery environments.
According to Adobe, as of March this year, AI traffic flowing into U.S. retail sites rose 269% from a year earlier, but corporations still face difficulties such as not knowing how well their brands surface in AI environments. Vice President for strategy and product Loni Stark said, "A new intermediary with reasoning capabilities has emerged between brands and customers," and added, "Now corporations must manage context so that AI can accurately understand their products and services."
Adobe's brand visibility solution consists of four stages: detect, generate, reach, and learn. In AI-based discovery environments, brands detect their exposure status, then generate content and experiences based on brand context, reach both humans and AI systems, and improve performance after learning through interactions in a cyclical structure.
To that end, Adobe significantly enhanced its customer experience platform, Adobe Experience Manager (AEM). It added a new "context layer" that helps AI agents understand brand policies, content, and permissions information, and equipped AI agent capabilities that handle content creation, review, and brand compliance.
In addition, it added the "LLM Optimizer," which analyzes how well brands and products surface in AI search; "Adobe Commerce," which optimizes product information for AI shopping environments; and a "brand concierge" feature that delivers brand experiences directly inside AI chatbots.
An Adobe official said, "Through this, corporations are expected to manage AI search and customer experiences as a single integrated system and secure new customer touchpoints in the AI era."