Adobe Unveils Brand Visibility Solution to Power AI-Driven Customer Experience Orchestration

Adobe has introduced a new visibility solution that is aimed at addressing the needs of businesses operating in an environment where AI-enabled discovery mechanisms are gaining prominence. It will enable firms to leverage direct customer engagement in brand visibility across the channels they control.

The current environment is characterized by the need for ensuring brand accuracy, trustworthiness, and consistency in AI-enabled discovery mechanisms while providing personalized content across owned channels. Visibility has emerged as a top consideration for the C-suite due to the rise in AI-powered chat interfaces and intelligent browsers that have been reshaping consumer behavior regarding discovering, evaluating, and acting on various products and services.

According to recent statistics provided by Adobe, there has been a 269% increase in the use of AI-powered traffic to US-based retail websites since March 2026. Despite the increasing adoption of AI technology in the consumer journey process, there remain notable gaps in achieving visibility in AI-powered discovery channels. Organizations that align AI discovery with human engagement can achieve a sustainable competitive advantage.

“There is a new intermediary between brands and their customers, and unlike every one that came before it, this has the ability to reason,” said Loni Stark, Vice President of strategy and product, Adobe. “For decades, brands have managed content, but now they also need to manage context to pinpoint what AI understands about their offerings and the institutional knowledge their own agents need to act—challenges that can be solved with our new solution.”

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“Maintaining the trust of our clients is at the center for how we approach technology at Vanguard, especially in an AI-driven future,” said Jennifer Manry, Divisional CIO, Corporate Systems, Vanguard. “As we advance our technology to give investors the best chance for investment success, we’re embedding AI into client-facing experiences in ways that are both highly personal and deeply responsible.”

The key to innovation at Adobe lies in its experience flywheel concept—a consistent operation model based on four essential pillars: sense, generate, reach, and learn. The experience flywheel helps brands monitor their presence on all AI discovery interfaces, produce relevant content, provide cohesive experiences for humans and machines alike, and optimize their strategies using learned insights.

A major component of this solution is the enhanced Adobe Experience Manager (AEM), which introduces a robust layer for managing brand governance, permissions, and content integrity. This ensures that all experiences are grounded in a centralized “brand truth,” enabling both human teams and AI agents to operate from a consistent and compliant foundation. Additionally, new agentic authoring capabilities democratize content creation, equipping teams across the organization with AI-powered tools to build and optimize digital experiences.

The solution is supported by a suite of integrated offerings:

Sense: With Adobe LLM Optimizer and enhancements to Adobe Commerce, businesses gain visibility into how AI systems interpret their brand, products, and content across both traditional and AI-driven search environments. These tools also identify gaps in product visibility across AI-led shopping journeys.

Generate: AEM Sites continues to serve as the backbone for experience creation, now enhanced with advanced context management capabilities. These ensure all content is aligned with brand policies and built from shared data sources. Three new AI agents further streamline operations:

• Brand Experience Agent for content creation and modernization
• Content Advisor Agent for surfacing approved assets
• Brand Governance Agent for enforcing compliance and permissions

Reach: The updates to Adobe Commerce will help increase the reach of products through AI-powered shopping experiences, whereas the updates in Adobe Brand Concierge enable conversational commerce through product information and purchasing functionality. Furthermore, LLM Apps in AEM help brands extend themselves into AI-powered conversations.

Learn: The platform enables businesses to measure their visibility across AI-generated recommendations and evaluate response accuracy. On owned channels, organizations can track engagement growth and customer lifetime value. Continuous feedback loops—powered by human input and AI insights—help refine brand governance and content strategies over time.

By doing so, Adobe is positioning itself at the juncture of AI visibility and customer experience orchestration, providing organizations with a holistic framework for managing their brand visibility in an environment that is growing increasingly dominated by AI technologies. In light of the continued evolution of generative AI, it is anticipated that initiatives such as these will play a defining role in the years to come.