• by Laurie Sullivan  @lauriesullivan, Yesterday

Businesses have relied on Adobe Experience Cloud applications to manage and optimize their presence across major channels including web and mobile.

As of today, Adobe LLM Optimizer allows teams to stay ahead of shifting consumer behaviors.

A suite of features introduced Monday at Cannes Lions in France enables businesses to monitor AI-driven traffic and benchmark brand visibility, while receiving recommendations that marketers can deploy across their digital properties. The tools are intended to improve discoverability and performance, and to support engagement and conversions.

The LLM Optimizer aims to make it easier for marketers to track and boost visibility across chatbots that have begun to compete with Google search.

Loni Stark, vice president of strategy and product at Adobe Experience Cloud, believes generative AI (GAI) interfaces have become go-to tools for how customers discover, engage and make purchase decisions.

Adobe LLM Optimizer, an enterprise application announced today at Cannes Lions, enables consumers to have conversations with their favorite brands.

It was built to support the existing work of search engine optimization (SEO) leads, content strategists, digital marketers and web publishers — with dashboards, workflows and alerts for each persona.

Insights and recommendations are supported on AI-driven traffic, making the data accessible across an organization.

The application also supports enterprise-ready frameworks such as Agent-to-Agent (A2A) and Model Context Protocol (MCP). LLM Optimizer can also integrate with third-party solutions and agency partners.

Data from Adobe Analytics shows a 3,500% increase in traffic to U.S. retail sites and a 3,200% increase to U.S. travel sites from generative AI sources in May 2025. Those figures can be compared with July 2024 data that measures the traffic of users clicking on a link, despite some data suggesting otherwise.

The tool can monitor and increase AI-driven traffic being leveraged by interfaces to deliver query responses. This provides teams with real-time data on how brands are showing up across browsers and chat services.

Teams can better understand queries that consumers ask. Visibility into data identifies the most relevant parts of the company's business and how their product offerings serve up on their sites.

Side-by-side benchmarking allows teams to evaluate visibility against competitors across high-value queries — identifying gaps in areas where business should be more prominent.

Suggested changes can include technical fixes -- non-production URLs being indexed, pages returning 4xx or 5xx code, or missing/invalid page metadata.

LLM Optimizer also can project traffic value via dollars, allowing teams to understand and prioritize the optimizations that will drive the greatest increase in visibility across AI-powered browsers and chat services.