Adobe recently announced the global release of its new enterprise application, LLM Optimizer, aimed at helping companies strengthen their digital visibility across AI-driven chat services and web browsers.
According to Adobe, the tool enables organisations to monitor traffic driven by generative AI, benchmark how well their brand appears, and execute recommendations to improve discoverability both on their own platforms and on third-party surfaces.
Loni Stark, vice-president of strategy and product for Adobe Experience Cloud, said:
“Generative engine optimization has quickly become a C-suite concern, with early movers building authority across AI surfaces and securing a competitive advantage.”
“Adobe LLM Optimizer delivers immediate value by connecting onsite and offsite brand performance insights with automatic optimization actions, ensuring businesses can stand out in a rapidly changing landscape.”
Adobe observed that in September 2025, traffic from AI-driven channels to U.S. retail sites rose by 1,100 percent year-on-year. Visitors arriving via AI interfaces were found to be “12 percent more engaged and 5 percent more likely to make a purchase” than users coming from traditional channels like paid search or social media.
These figures highlight how generative AI, chat services and AI-powered browsers are rapidly becoming primary discovery and engagement channels — shifting the rules of visibility.
Adobe describes the shift as moving beyond traditional SEO into Generative Engine Optimization (GEO). According to Adobe, GEO focuses on how large language models (LLMs) interpret, cite and surface brand content.
LLM Optimizer is designed to help brands answer critical questions like:
Are my pages showing up in generative-AI responses?
Which competitors are being cited when I’m not?
What content gaps should I fill to improve my brand’s AI visibility?
LLM Optimizer identifies content (web pages, FAQs, product details) that is being referenced by AI tools when responding to user queries. It gives real-time insight into which digital assets are being surfaced by chatbots and AI browsers, and how brand visibility compares with competitors.
The platform’s recommendation engine flags visibility gaps, then suggests improvements to both content and technical metadata (for example, missing schema metadata, hidden pages, poorly structured FAQs). Teams can deploy optimizations quickly, often with one click. An early-access study from Adobe found 80 percent of participants had critical visibility gaps that prevented AI models from accessing key content.
LLM Optimizer includes attribution functionality, linking AI-driven visibility and citations with actual user behaviour — such as engagement metrics, conversion rates and downstream traffic. This helps brands show measurable business impact from AI-surfaced discovery.
The tool is available as a standalone application and also integrates natively with Adobe Experience Manager Sites (AEM). It supports enterprise standards such as Agent-to-Agent (A2A) and Model Context Protocol (MCP), enabling third-party solutions and agency workflows to plug in.
Adobe acted as its own first customer with LLM Optimizer. According to internal reporting:
Citations for Adobe Firefly increased five-fold within a week of use.
Visibility for Adobe Acrobat on generative AI surfaces rose by 200 percent compared to competitors.
AI-referred traffic to Adobe.com pages boosted by 41 percent.
These outcomes demonstrate the potential return brands may see when optimising for AI-driven discovery channels.
Adopting generative-AI-driven interfaces for search and discovery is rapidly moving from experimental to essential. With the launch of Adobe LLM Optimizer, Adobe is offering businesses a mechanism to stay visible, relevant and influential in an era where chatbots and AI browsers are supplanting traditional search.
By enabling brands to monitor AI-driven traffic, identify visibility gaps, optimise content and link performance to outcomes, the tool acts as a bridge between legacy digital strategies and the new frontier of AI-surfaced discovery.
For companies seeking to stand out in the emerging era of generative AI, the key will be not just creating content, but ensuring it is seen, cited and chosen by intelligent agents. In that regard, LLM Optimizer may well become a foundational tool for the next wave of digital marketing.