Adobe has launched Adobe Brand Visibility, a product designed to help brands track how they appear across AI-driven search and chat services.
The launch adds a new marketing tool to Adobe CX Enterprise, which Adobe positions as a system for managing customer activity across the lifecycle.
The product combines Adobe's content optimisation tools with AI visibility data from Semrush, following Adobe's acquisition of the search marketing group. Marketers will be able to review how often their brands are mentioned in responses generated by services including ChatGPT, Google AI Mode, Microsoft Copilot and Perplexity AI.
Adobe says the service draws on nearly 300 million real-world AI search prompts. It also provides audience reach data, competitive share-of-voice information and insights from a brand's owned channels.
Adobe is targeting marketers facing a shift in how consumers discover products and services online. It cited its own data showing AI traffic to US retail sites rose 1,324% between October 2024 and May 2026, while AI traffic in the travel sector increased 2,215% over the same period.
Search shift
That shift is creating pressure on brands to monitor how large language models present their products before a customer reaches their website. Adobe Brand Visibility is intended to close the gap between insight and action by showing where a brand is gaining or losing prominence in AI responses and by suggesting content updates.
The system is aimed at what the industry has begun to call Generative Engine Optimisation, or GEO. In practice, that means helping businesses understand which prompts and topics are associated with their brands, how rivals are cited across AI services and where content gaps may be affecting visibility.
Users can compare their performance with competitors, review historical mention trends and identify adjacent topics where rivals may be winning attention. The platform can also push recommended changes quickly, with updates reflected in content intended for both human readers and AI systems that ingest brand information.
Adobe added that the platform links with its analytics products, allowing businesses to connect these optimisation efforts to outcomes such as bookings, pipeline and revenue. Adobe Brand Visibility can also operate as a standalone application or as an integration with Adobe Experience Manager.
Semrush data
A central part of the launch is the use of Semrush datasets inside Adobe's platform. This includes AI visibility information as well as broader search intelligence built on 28.5 billion keywords and 43 trillion backlinks collected over 17 years.
Adobe argues that traditional search authority still plays a role in whether brands are cited by AI systems. By combining search data with AI prompt analysis, marketers can identify where existing search strength should translate into AI mentions and where additional content work is needed.
The launch also reflects broader competition among software providers seeking to help businesses adapt to AI-led discovery. As consumers increasingly use conversational tools to research purchases, travel plans and other decisions, software companies are building products that measure brand presence not just in search rankings but in generated answers.
Adobe framed the product as a way for marketing teams to work from a single workflow rather than move between separate analytics and content tools. AI agents within the product can surface prioritised recommendations based on business and brand context.
Adobe gave the example of a travel brand using the service to see which trip-planning prompts are leading AI tools to recommend rivals. In that scenario, marketers could identify missed topics, update content and measure whether those changes improve mentions across AI services.
"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."