Adobe launches AI brand visibility tools for businesses

Adobe has launched a brand visibility solution for businesses, aimed at helping them manage how they appear across AI-driven discovery services.

The offering expands Adobe Experience Manager with a contextual layer designed to support AI agents as companies build and refine digital experiences. Adobe is also rolling out related updates across Adobe Commerce, Adobe LLM Optimizer and Adobe Brand Concierge.

The launch reflects a wider shift in how consumers find products and services online. Adobe cited its own data showing AI traffic to US retail sites rose 269% year on year in March 2026, as chat services and AI-enabled browsers play a larger role in search, evaluation and purchasing journeys.

Businesses now face two linked tasks: making sure information about their brands is visible and accurate in AI systems, and improving direct customer interactions on their own websites and apps. Adobe positions the new product as a way to manage both.

Loni Stark, Vice President of Strategy and Product at Adobe, described the change as a new challenge for brands as AI systems become intermediaries.

"There is a new intermediary between brands and their customers, and unlike every one that came before it, this has the ability to reason," Stark said.

"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."

How it works

At the centre of the announcement is an expansion of Adobe Experience Manager, which now includes tools for managing what Adobe calls brand truth, permissions, governance and content sources behind digital experiences. The layer is intended to provide a common reference point for both human teams and AI agents.

Adobe outlined the system around four areas: sense, generate, reach and learn. In practice, companies can monitor how AI services interpret their products and content, create new material using approved internal sources, distribute that information across both owned channels and AI interfaces, and measure what performs well.

Within the generate stage, Adobe Experience Manager Sites will support experiences for both human visitors and AI agents. Adobe also introduced three agents: Brand Experience Agent, which updates pages and creates new content; Content Advisor Agent, which retrieves approved content for different channels; and Brand Governance Agent, which applies policy, rights and permissions controls.

On the commerce side, new changes are intended to improve product visibility during AI-assisted shopping journeys, including catalogue enrichment and product page optimisation. Adobe Brand Concierge will also be updated so conversational customer interactions can include live product details and checkout functions.

Another addition is LLM Apps, a new feature in Adobe Experience Manager that will let companies build branded experiences that run inside large language model interfaces. This would extend a brand's presence beyond its own sites into external AI environments where consumers increasingly seek recommendations or product information.

Measurement focus

The learning element of the system includes tools for tracking a company's share of recommendations across AI surfaces and checking response accuracy. On owned digital properties, businesses will also be able to assess direct engagement growth and customer lifetime value.

Human edits and editorial decisions can be fed back into the system, creating a record of corrections and approved judgements over time. Adobe says this can strengthen internal knowledge and improve consistency across future interactions.

The announcement also included a customer comment from Vanguard, which linked AI adoption to trust and personalisation in client-facing services.

"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," Manry said.

Adobe is arguing that companies must now manage not only what they publish on their own channels, but also how AI systems read, interpret and present that information to customers. The latest expansion of its experience software places that work within the same operational framework as website management, content production and digital commerce.