As consumer behaviour shifts from traditional search to generative AI tools, the way people discover brands is undergoing a fundamental transformation. These AI engines are quickly becoming the new front door to the customer journey—summarising, recommending, and shaping perceptions in ways that brands can no longer ignore.

At Adobe, we’ve been working closely with brands to understand how large language models evaluate content—and we’ve built Adobe LLM Optimizer to help brands take control of their visibility, relevance, and performance in this new AI-driven landscape.