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At the Cannes Lions festival on June 16, 2025, Adobe introduced Adobe LLM Optimizer, a new enterprise-grade tool designed to help businesses improve their visibility in generative AI-powered environments.
As conversational interfaces like ChatGPT, Gemini, and Claude reshape how consumers search and engage online, Adobe’s new application aims to give brands the ability to understand and influence how they appear in these rapidly evolving digital spaces.
Backed by data from Adobe Analytics showing a 3,500% increase in AI-sourced traffic to U.S. retail sites and a 3,200% spike to travel sites between July 2024 and May 2025, Adobe’s move comes at a time when the shift toward generative interfaces is accelerating. These tools are not only changing the mechanics of discovery—they are redefining what it means to be visible and influential online.
“The adoption of GenAI-powered chat services is astounding, with massive year-over-year growth,” said Haresh Kumar, senior director of strategy and product marketing for Adobe Experience Manager. “It’s fundamentally changing how consumers interact, search, and find information.”
“Generative AI interfaces are becoming go-to tools for how customers discover, engage and make purchase decisions,” added Loni Stark, vice president of strategy and product for Adobe Experience Cloud. “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.”
GEO is the new SEO
Haresh Kumar described the new digital reality as one in which brands no longer just optimize for search engines—but for AI models.
“SEO is no longer just about keywords and backlinks,” he said. “In the era of generative AI, we’re entering a new paradigm—Generation Engine Optimization or GEO—where relevance is judged differently.”
This evolving landscape demands new methods for tracking performance and influencing discoverability. Adobe LLM Optimizer aims to address this with a three-pronged framework:
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