Winning visibility: Rethinking brand relevance for AI-powered search.
15-10-2025
Generative AI-powered platforms like ChatGPT, Perplexity, and Mistral have provided consumers with instant access to personalized and relevant information, and businesses understand that to stay competitive in this environment they need to rethink their approach to customer engagement.
Take the UK retail sector, for example. Adobe’s research found that from August 2024 to June 2025, UK retailers saw traffic from AI-powered platforms grow by over 1,200%, with consumers increasingly using these services to research products, compare prices, and compile their shopping lists. As importantly, people who land on these pages via LLM-powered assistants spend 23% longer on-site than those who come via social media, which tells us that AI is not only the future of search, it is the future of relevance.
That’s why thousands of Adobe customers, from Coca-Cola to Estée Lauder, rely on the AI-capabilities in Adobe for Business to maximize the impact of their content campaigns in today’s fast-changing world. And now, with the general availability of Adobe LLM Optimizer, we have provided our customers with a powerful new application designed to help them win the battle for visibility, credibility, and influence in the era of AI-powered search and discovery. We also introduced a free Chrome extension, Is Your Webpage Citable?, powered by LLM Optimizer, to help businesses identify gaps in AI visibility across any website—making it easier than ever to ensure their content is accessible and citable by generative AI platforms.
Turning AI discovery into business value
As I travel around Europe to meet business leaders and attend events like the Cannes Festival of Creativity, it was clear that companies across EMEA want to take greater ownership of their online presence. LLM Optimizer has already been received as a game-changer when we launched the application in June, and the buzz it generated at Cannes Lions was a sign of its relevance for marketers today.
LLM Optimizer helps businesses understand how their content shows up in AI-powered search, reveal which pages, assets, and product details are most commonly accessed by AI search tools. It trains models on your brand’s content and data, so when customers search or chat, they get accurate, on-brand answers, personalized in real time. In addition to helping brands surface in LLMs like ChatGPT, Google AI Overviews, Perplexity, the solution gives marketers insight into how third-party content shapes the way their brand appears in AI search results that they can use to improve their content and personalization strategies.
This visibility is crucial. Using LLM Optimizer, businesses can connect AI-assisted discovery to their customer engagement and revenue data, allowing them to measure AI-driven traffic and optimize their strategies over time so their efforts drive measurable growth for their organization.
Crucially, marketers can also begin to answer critical questions about their AI search performance thanks to LLM Optimizer’s generative engine optimization (GEO) capabilities. Questions like whether their content is showing up in generative AI search, where their competitors are being cited, and how they can improve their brand’s visibility across AI-driven queries.
Trust in generative search is on the rise
One of the most encouraging trends I’ve observed is the incredible speed at which consumers’ trust in AI search platforms like Chat GPT, Claude, and Google AI Overviews is rising. While shoppers still approach AI search results with some apprehension, they appreciate the level of personalisation and relevance now available to them. This growing trust in AI is already paying off, with Adobe’s research revealing that UK retailers saw a 100% boost in conversion rates from AI-sourced traffic between April and June of this year.
Consumers are not only using AI tools for research. They are clicking on results and following through with purchases. This is excellent news for brands, as long as they can respond with content and experiences that align with the way their customers interact with AI search platforms. And with the release of applications like LLM Optimizer, Adobe is doing our part to empower them achieve this and capitalize on the new world of possibilities ahead.
Luc Dammann is President of EMEA at Adobe. Prior to this, he was Vice President & Managing Director, Western Europe at Adobe, covering France, Iberica, Italy, Benelux and the Nordics. His core mission is to accelerate Adobe's growth across Europe, Middle East and Africa and to reinforce Adobe's leadership as a catalyst for digital experience transformation for enterprise businesses.
Luc has 20 years of experience in technology, primarily in software. He joined Adobe in 2016 from HP/Hewlett-Packard Enterprise, spending ten years as Vice President in charge of the Software Division for France and was a member of the Executive Committee. Previously, he held various management and sales positions in France and Europe, both for large software companies and start-ups (HP Software, Peregrine Systems, ATG, PeopleSoft, Vantive), in areas ranging from CRM, to eCommerce, IT Management and BigData.
Luc holds an MBA in Marketing from Laval University in Quebec, and a BA in Finance from Audencia Nantes Business School..
