Keep the conversation going. That’s always been the mission for brands that want to reach customers, drive sales, and build loyalty. But with generative AI models like ChatGPT and Google Gemini fundamentally changing the way people discover and engage with brands, the way companies execute this mission must evolve too.

This shift has come shockingly fast, with 80% of consumers now relying on AI summaries for at least 40% of their online searches. Large Language Models (LLMs) have also rewritten the rulebook on brand relevance. According to Gartner, businesses will see a 50% drop in organic search traffic by 2028, as consumers turn to LLMs in addition to traditional search engines. In response, companies across every industry have made LLM optimization–ensuring your brand is visible and accurately represented in LLMs–a top priority. That includes Adobe. Using Adobe LLM Optimizer, we increased visibility for our Firefly and Acrobat landing pages by 200%.

These are major wins, but the goal for brands isn’t just to reach more eyeballs. Once you have a prospect or customer on your site, how do you keep them engaged? Adobe Brand Concierge gives us the opportunity to keep the conversation going–literally–engaging in rich, personalized conversations with every customer throughout their digital journey.

Customer zero — evolving Adobe.com.

Although Adobe released Brand Concierge to the public late last year, the journey began well before that. Our Adobe.com, product, and engineering teams partnered closely to develop and pilot the solution within our own digital experience. As a first customer, we’ve used Adobe.com as a real-world testing ground to refine where and how conversational AI delivers the most value, and to continuously improve the experience as we learn.

Our web, product, and marketing teams set out to make every interaction with Adobe.com feel personalized, user-friendly and authentic for our customers. This is not a trivial problem, especially for large companies like Adobe that frequently roll out new solutions and product features and need their websites to reflect those updates in real-time.

To create an agentic solution that could answer questions about Adobe’s innovations as soon as they’re released, we had to train Brand Concierge to learn about our latest offerings as soon as they become available, and to speak about them with authority. In short, we had to build a conversational companion that is both helpful and credible.

Because conversational AI is non-deterministic by nature–meaning it can generate different responses to the same question–maintaining quality requires continuous evaluation and refinement. We built a structured feedback loop that brings together subject-matter experts from across Adobe to assess responses, calibrate outputs, and retrain the system as our products and customer needs evolve. This disciplined approach ensures the experience remains accurate, relevant, and aligned with our standards.

What questions can Brand Concierge answer?

In its current form, Brand Concierge can guide Adobe.com visitors towards the best products for their needs and answer detailed questions about what our solutions are capable of and how best to use them.

In the coming months, Brand Concierge will evolve beyond a guide and increasingly take action on behalf of users. For creatives, that may mean using Firefly to generate an image directly within the conversation. For marketing professionals, it could mean booking a meeting with our sales team to discuss enterprise licensing. Users will also receive automated support for common issues like resetting a password–and when needed, Brand Concierge will connect a visitor directly to a live agent for dedicated assistance.

Our end vision for Brand Concierge is to build an AI-powered solution that brings conversational AI to every aspect of our website. Instead of “visiting Adobe.com”, “requesting more information from Adobe Sales” or “writing to Adobe Support”, our customers will simply be able to talk to Brand Concierge and find what they need.

Crucially, these conversational experiences also give us deeper insight into customer intent. By understanding what matters most to customers in the moment, we can continuously refine Adobe.com and deliver more relevant, personalized engagement across our go-to-market efforts.

It’s time to rethink engagement.

Conversational AI is elevating the dynamic between businesses and their audiences faster than anyone could have predicted, reshaping the way consumers discover products and services, how websites are structured, and how purchasing decisions are made. This goes far beyond the rudimentary chatbots of the past. Today’s agentic AI is bringing new levels of context awareness to the brand-customer relationship, enabling meaningful engagement throughout the customer journey.

Conversational AI will help companies take charge of this new dynamic and position themselves for long-term success. By integrating product discovery, customer support, and transactional capabilities into a single front door, Brand Concierge doesn’t just unify a website experience, it turns one of the biggest challenges brands face today into an opportunity to differentiate–and to unlock new levels of customer loyalty for years to come.

Nathan Etter is a Senior Vice President at Adobe, based in their offices in San Jose. An experienced product and technology executive, he is responsible for the global strategy and growth of Adobe's online properties, including Adobe.com. He has developed expertise in product-led growth, analytics and data science, and operations. His career has spanned several industries, and he has also led teams developing digital products at Disney, Zynga and eBay.

https://business.adobe.com/fragments/resources/cards/thank-you-collections/brand-concierge