The winners of the AI-mediated web will not differentiate themselves with technology alone. They will set themselves apart by embracing behavioral change across their marketing organization and driving cross-functional transformation between their teams.
Forrester’s new Customer Zero Case Study: How Adobe Built A Marketing Learning System For AI-Driven Buying Behavior, goes behind the scenes of Adobe’s own transition from purely SEO to a unified SEO and GEO practice. We were honored to share our journey and learnings in pivoting from traditional search and discovery to AI-mediated visibility and hope our experience can help other brands succeed in their AI transformation.
Putting LLMs and agents in the driver’s seat.
We began transitioning Adobe’s web strategy from SEO to a unified SEO and GEO practice in 2025 as customer behavior evolved.
With generative AI assistants like ChatGPT and Gemini rapidly reshaping how customers discover brands, we had limited visibility into how customers were talking about Adobe in the sources LLMs value – be it LinkedIn, Reddit, YouTube, or other online communities like Quora and third-party review sites. The sense of urgency is real, with Forrester predicting that organic traffic for B2B brands will decline 50-75% by the end of 2027.
At the same time agent-assisted workflows enabled us to double the speed and volume of content we create for Adobe’s webpages, as well as the variety of formats. We needed to rethink marketing workflows that were initially designed for a slower pace and limited variance all while maintaining consistency, governance and quality across every asset we produce.
Connecting visibility strategies to marketing outcomes.
Our marketing team uses and refines every product before we ask brands to rely on it. Adobe Brand Visibility was no exception. We drew on our LLM optimization experience, partnered with our product team, and built a product that give us and our customers a competitive edge.
Forrester’s report reveals how our marketing organization at Adobe tackled the LLM discoverability challenge. It breaks down how we realigned our marketing leadership and operations to learn faster at the organizational level, and empower our marketing teams to adapt to GEO as quickly as the AI-mediated web evolves. By embedding continuous monitoring, reviews, and governance directly into our content processes and decision-making, we also positioned ourselves to operate at the same tempo as our agent-assisted workflows.
Forrester also breaks down our transformation to its fundamental elements – from governance, to mindset adaptations, to rearchitected workflows and value measurement. Crucially, it draws clear lines between strategy, tactics and outcomes by explaining what we did, how we did it, and why it worked.
We're in a defining moment for marketers and we’re grateful for the opportunity to lead by example and help brands on their own AI transformation journeys.
Click here to read Forrester’s report in its entirety – and visit the Adobe Brand Visibility page to discover how your business shows up everywhere customers and agents are searching.
