• by Laurie Sullivan , June 17, 2026

Adobe announced a platform for generative engine optimization (GEO) today in advance of Cannes Lions, the ad industry's annual International Festival of Creativity.

The technology was developed following Adobe's acquisition of Semrush acquisition in late April.

Loni Stark, vice president of product and strategy at Adobe, told MediaPost the acquisition of Semrush enabled Adobe to "bring in much more trusted data,” adding that Semrush has nearly 290 million real prompts -- the type that people actually search on. “That information can help inform benchmarks," Stark added.

GEO is the process of organizing and optimizing digital content so it is more easily discovered, summarized and cited by AI-driven search engines and large language models (LLMs).

One major challenge with GEO has been the lack of a mature measurement infrastructure, as optimization continues to play an important role in AI search visibility. 

The GEO platform, "Adobe Brand Visibility," announced today, is part of Adobe CX Enterprise, an agentic AI system intended to simplify the ways a business manages its relationship with consumers.

"Adobe Brand Visibility" tracks the frequency of brand mentions as well as audience reach, competitive brand strategies and content gaps as each feature automatically monitors an extensive list of services such as visibility and prompt strategies. AI agents then surface prioritized recommendations, and updates can run in minutes with the impact measured in the tool.

The platform enables teams to connect each GEO action to bookings, the customer journey and revenue through integrations to Adobe’s analytics solutions in one platform.

Adobe has extensive data that reveals what happens on a brand’s website, but not the kind that fully shows how AI agents describe interactions with its clients, such as GM, an early adopter of the product. Semrush brings in data that tells brand what consumers really query in AI chatbots.

New data from Adobe highlights the growth in this channel. AI traffic to U.S. retail sites has surged 1,324% between October 2024 and May 2026. In the travel sector, AI traffic is up 2,215% in the same period.

It combines the Adobe LLM Optimizer with Semrush’s AI Optimization along with its 28.5 billion keywords and 43 trillion backlinks built from more than 17 years of collecting and analyzing data to reveal exactly where a brand's existing search authority drives AI citations.

Data from the visibility tool also provides information on where brands should make content investments to close the gap between search and AI channels across ChatGPT, Google AI Mode, Microsoft Copilot and Perplexity AI.

Companies do not want to change their websites built for humans, so Adobe is working to help brands create a version of them for agents to ensure the content is discoverable and readable. 

Stark said Adobe will continue to invest in Adobe Brand Visibility to retrieve and integrate trusted data.