Adobe has introduced a brand visibility solution at Adobe Summit 2026, aimed at helping businesses manage how they are discovered and represented across AI-driven interfaces while enhancing direct customer engagement. The announcement marks a significant expansion of Adobe Experience Manager, adding a contextual layer designed to support AI-led experience orchestration.
The solution addresses a growing shift in consumer behaviour, where AI-powered chat services and browsers are increasingly becoming primary discovery channels. This evolution has created a dual challenge for brands: ensuring accurate and trusted representation across AI systems while delivering personalised, high-quality experiences on owned platforms such as websites and apps.
At the core of Adobe’s approach is an ‘experience flywheel’ model structured around four key functions—sense, generate, reach and learn. This framework enables brands to continuously monitor how they appear across AI-driven discovery surfaces, create content grounded in brand context, distribute it across both human and AI channels, and refine performance through ongoing insights.
Loni Stark, vice president of strategy and product at Adobe, said, “There is a new intermediary between brands and their customers, and unlike every one that came before it, this has the ability to reason. 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—challenges that can be solved with our new solution.”
Adobe Experience Manager now includes enhanced context management capabilities, allowing teams to control brand truth, governance, permissions and content sources that inform both human-facing experiences and AI interactions. The platform also introduces agentic authoring tools, enabling broader organisational access to AI-driven content creation and optimisation.
Supporting the ‘sense’ layer are enhancements to Adobe LLM Optimizer and Adobe Commerce, which provide visibility into how AI systems interpret brand content and product information across search and large language model-driven environments. These tools help identify gaps in product visibility within AI-led shopping journeys.
The ‘generate’ layer is powered by AEM Sites and a suite of AI agents, including Brand Experience Agent, Content Advisor Agent and Brand Governance Agent. These tools enable faster content production, streamline access to approved assets and ensure compliance with brand policies, supporting the creation of AI-ready experiences at scale.
In the ‘reach’ phase, updates to Adobe Commerce and Adobe Brand Concierge enable brands to enhance product visibility and deliver conversational commerce experiences. A new capability, LLM Apps within AEM, allows brands to build native experiences directly within AI interfaces, extending their presence beyond traditional digital touchpoints.
The ‘learn’ component introduces advanced measurement capabilities, enabling brands to track their share of recommendations across AI platforms, assess response accuracy and evaluate the impact on customer lifetime value. Continuous feedback loops, including human input and editorial adjustments, help refine the system over time, strengthening brand consistency and performance.
Industry adoption reflects the increasing importance of trust and governance in AI-led experiences. Jennifer Manry, divisional CIO, corporate systems at Vanguard said, “Maintaining the trust of our clients is at the center for how we approach technology at Vanguard, especially in an AI-driven future. 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.”
Adobe’s data highlights the urgency of this shift, noting a 269% year-on-year increase in AI-driven traffic to US retail sites as of March 2026, alongside persistent gaps in brand visibility across AI systems. This underscores the need for integrated strategies that treat AI discovery and direct engagement as interconnected components of the customer journey.
Overall, the launch positions Adobe at the forefront of AI-led customer experience orchestration, offering brands a unified framework to manage visibility, engagement and performance across an increasingly complex digital ecosystem.
