Adobe Introduces Brand Visibility Solution to Redefine Customer Experience Orchestration
Adobe enhances Experience Manager with an AI-powered layer to build and optimize digital experiences.
Adobe has announced a major expansion of Adobe Experience Manager at its flagship Adobe Summit conference in Las Vegas. The new brand visibility solution addresses the dual challenge every business faces today: ensuring its brand is visible, accurate, and trusted across AI discovery surfaces while deepening direct engagement with customers on owned properties.
AI-powered chat services and browsers have become a primary channel for how consumers discover, evaluate, and act, elevating AI visibility into a C-suite imperative. When customers engage directly on brand websites, expectations for personalization are higher than ever. Every piece of content, whether for owned properties or to inform an AI interface, must be accurate, on-brand, compliant, and authorized.
Growing Urgency
New Adobe data shows that while AI traffic to US retail sites increased 269 percent year-over-year in March 2026, businesses have significant gaps in AI visibility. Brands that treat AI discovery and human engagement as a connected system will build advantages that compound over time.
"There is a new intermediary between brands and their customers, and unlike every one that came before it, this has the ability to reason," said Loni Stark, Vice President of Strategy and Product at Adobe. "For decades, brands have managed content, but now they also need to manage context to pinpoint what AI understands about their offerings and the institutional knowledge their own agents need to act."
Trust-Centered Approach
"Maintaining the trust of our clients is at the center for how we approach technology at Vanguard, especially in an AI-driven future," said Jennifer Manry, Divisional CIO of Corporate Systems at Vanguard. "As we advance our technology to give investors the best chance for investment success, we're embedding AI into client-facing experiences in ways that are both highly personal and deeply responsible."
Experience Flywheel
Adobe's brand visibility solution works as a continuous operating model across four vectors: sense, generate, reach, and learn. Brands sense how they appear across AI-driven discovery surfaces, generate content and experiences grounded in brand context, reach both human audiences and AI systems from a shared foundation, and learn from every interaction to improve performance.
Adobe Experience Manager adds a new layer for managing the brand truth, permissions, governance, and content sources that sit behind every experience. New agentic authoring capabilities extend access across an organization, putting AI-first experience-building tools in the hands of every employee responsible for brand visibility and engagement.
Key Capabilities
The solution includes Adobe LLM Optimizer and Adobe Commerce enhancements that provide businesses visibility into how they appear across AI-driven discovery by assessing how AI systems interpret products, content, and brand presence.
AEM Sites provides the foundation for building experiences for both humans and AI agents. Three agents are now available: Brand Experience Agent accelerates content production, Content Advisor Agent surfaces approved content instantly, and Brand Governance Agent enforces brand policies and manages permissions.
Adobe Commerce enhancements will drive product visibility across AI-driven shopping journeys through catalog enrichment and product page optimization. Updates to Adobe Brand Concierge will deliver conversational experiences that bring real-time product details and checkout into customer conversations. LLM Apps will enable brands to build branded experiences that run directly within LLM interfaces.
Businesses can now measure their share of recommendations across AI surfaces and response accuracy. On owned properties, they can assess the growth of direct engagements and impact on customer lifetime value.
Summit 2026
Summit 2026 is the largest conference focused on customer experience orchestration, held in Las Vegas and streamed globally online. Speakers include NVIDIA founder and CEO Jensen Huang, Procter & Gamble President and CEO Shailesh Jejurikar, and executives from DICK'S Sporting Goods, Comcast, and NBCUniversal.
The announcement reflects the growing importance of AI visibility as businesses navigate an evolving digital landscape where AI interfaces increasingly mediate customer interactions.