Forrester’s customer zero case study: How Adobe approaches Brand Visibility in an AI-mediated world
08-18-2026
Technology alone will not determine the winners in the AI-mediated web. What will set organisations apart is the willingness to embrace behavioural change across their marketing function and drive 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 honoured to share our journey and learnings in pivoting from traditional search and discovery to AI-mediated visibility, and we hope our experience can help other brands succeed in their AI transformation.
Putting LLMs and agents in the driving seat
As customer behaviour evolved, we began transitioning Adobe’s web strategy from SEO to a unified SEO and GEO practice in 2025.
With generative AI assistants such as ChatGPT and Gemini rapidly reshaping how customers discover brands, our visibility into how customers were discussing Adobe across the sources LLMs value – LinkedIn, Reddit, YouTube, and communities such as Quora and third-party review sites – was limited. The scale of disruption is considerable: Forrester predicts that organic traffic for B2B brands will decline by 50-75% by the end of 2027.
Simultaneously, agent-assisted workflows enabled us to double the speed and volume of content we create for Adobe’s web pages, as well as the variety of formats. We needed to rethink marketing workflows that had been 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 any brand to rely on it. Adobe Brand Visibility was no exception. Drawing on our LLM optimisation experience and working closely with our product team, we built a product that gives both us and our customers a genuine competitive edge.
Forrester’s report reveals how Adobe’s marketing organisation tackled the LLM discoverability challenge. It details how we realigned our marketing leadership and operations to accelerate learning at an organisational level, and empowered our marketing teams to adapt to GEO as swiftly as the AI-mediated web evolves. By embedding continuous monitoring, reviews, and governance directly into our content processes and decision-making, we positioned ourselves to operate at the same tempo as our agent-assisted workflows.
Forrester also breaks our transformation down 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, explaining what we did, how we did it, and why it worked.
We’re at a defining moment for marketers, and we’re grateful for the opportunity to lead by example and support brands on their own AI transformation journeys.
Click here to read Forrester’s report in full – and visit the Adobe Brand Visibility page to discover how your business shows up wherever customers and agents are searching.
Recommended for you
https://business.adobe.com/fragments/resources/cards/thank-you-collections/brand-visibility
