Why Adobe wants marketers to track AI search mentions

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TL;DR:

Adobe launched Brand Visibility, a tool that helps marketers track how often their brands appear, get cited, or lose ground to competitors in AI search platforms like ChatGPT, Copilot, Perplexity and Google AI Mode. The bigger shift: SEO is moving beyond Google rankings into AI-generated answers.

Article:

Adobe has launched Adobe Brand Visibility, a new AI search visibility tool that helps brands track and improve how they appear inside generative AI search platforms, including ChatGPT, Microsoft Copilot, Perplexity and Google AI Mode. The move matters because brand discovery is shifting from traditional search results to AI-generated answers, where users may never click through to a company website.

The product combines Adobe’s LLM Optimizer with Semrush’s AI Optimization tools and sits within Adobe CX Enterprise. It gives marketers prompt-level visibility into brand mentions, audience reach, citation frequency, competitor performance and content gaps across AI-powered search surfaces.

Adobe says AI-driven traffic to US retail sites rose 1,324% between October 2024 and May 2026, while AI traffic in travel rose 2,215% over the same period. The company also says the tool draws on more than 289 million real-world AI search prompts, giving marketers a larger evidence base for answer engine optimization and generative engine optimization.

“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 of Adobe’s Customer Experience Orchestration Business.

For marketing teams, the practical shift is clear. SEO is no longer only about ranking on Google. Brands now need to know whether AI engines cite them, ignore them, misread them or recommend competitors instead.

The launch also follows Adobe’s Semrush acquisition and comes as enterprise software firms race to make AI search optimization measurable. Adobe reported record Q2 FY2026 revenue of $6.62 billion, up 13% year over year, but investors remain watchful as AI reshapes software, content and customer acquisition.

The next contest in digital marketing may not be who ranks first. It may be who gets named when AI gives the answer.