Adobe
For years, Google has effectively been the sole gatekeeper to online advertising, determining which brands get seen and which get lost in the noise. That paradigm is slowly but surely starting to shift, as people increasingly turn to AI chatbots like ChatGPT to find information online. Brands are having to adjust their marketing strategies in response.
On Monday, Adobe introduced a platform designed to help advertisers capitalize on the wave of large language models (LLMs) that's been sweeping the internet.
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The company's new LLM Optimizer -- announced at Cannes Lions, one of the ad industry's biggest annual events --provides some essential tools to help marketing teams keep track of their brands' visibility as their customers start to spend more time interacting with AI chatbots.
"Generative AI interfaces are becoming go-to tools for how customers discover, engage, and make purchase decisions, across every stage of their journey," Loni Stark, vice president of strategy and product at Adobe Experience Cloud, said in a statement. "With Adobe LLM Optimizer, we are enabling brands to confidently navigate this new landscape, ensuring they stand out and win in the moments that matter."
How does it work?
The Adobe LLM Optimizer can be thought of as a window into a brand's performance across a suite of generative AI tools, including (but not limited to) ChatGPT, Gemini, and Claude. Crucially, the platform also allows SEO leaders, digital marketers, and others to make quick adjustments to their online publishing strategies to help their brands stand out more conspicuously.
For example, marketers can receive updates when their own content -- links to a website, for example -- is included in an LLM's response to a user query, providing clarity into how, when, and where their brands are appearing across the output of AI tools. This can also help them to understand the kinds of questions that customers are asking, allowing for further refinement of marketing tactics.
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