Adobe previewed a number of marketing and creative tools this week ahead of next week’s Cannes Lions International Festival in Cannes, France.
Marketers who have been waiting for details on how the Semrush acquisition will play out at Adobe now have their answer. Semrush has integrated with Adobe’s LLM Optimizer in a new product called Brand Visibility that will be released soon. However, it is also a standalone product for Semrush users who have built their marketing workflows around it.
Brand Visibility is found in the Adobe stack alongside other apps such as Brand Concierge, Experience Manager, and Sites Optimizer. It can suggest content that expands a company’s power in LLM searches, and provides benchmarking tools to measure how adding or changing content affects AI search results.
SEO and answer engine optimization are clearly separate sciences, or arts depending on how you look at them, but they are a perfect fit and necessary for marketers. According to Loni Stark, vice president of strategy and products at Adobe, Brand Visibility monitors and analyzes user mentions across traditional and AI search to figure out how it all works together.
“There’s still a lot going on in SEO, and as you can see when you type into chat, AI is one of the biggest users of search,” Stark says. “Another question is, what are people actually entering into ChatGPT? What are people actually asking for? I know what you’re asking, I know what I’m asking, but how do brands know what the population wants and what their blind spots are?”
Brand Visibility was one of the most quickly integrated Adobe acquisitions to date, Stark said. Several factors made this possible, including the current state of cloud interoperability through APIs. Adobe also prioritized commercializing Semrush to meet immediate user needs for more sophisticated answer engine optimization tools in a rapidly evolving market. Another factor was the use of new AI coding tools to speed up the normal development cycle.
Liz Miller, an analyst at Constellation Research, said Adobe customers “continued to turn to Adobe” because of how long it took for past acquisitions to be natively integrated into the company’s marketing suite. However, the modern architecture of Adobe Experience Platform and the headless architecture capabilities of Adobe Experience Manager will likely speed up this integration and future acquisitions as well.
Semrush adds external data and competitive analysis from 28 billion keywords and 289 million prompts to brand-specific website traffic analysis in LLM Optimizer. Together, the companies are committed to painting a more complete picture to drive marketing decisions for users.
“The breadth of Semrush analytics — allows you to understand how branded content and conversations are displayed across paid, earned, and owned marketing landscapes — [is] It’s now parallel to LLM Optimizer,” Miller said. [user’s] The process of identifying insights, getting recommendations, and taking action is accelerated and ultimately automated. ”
Creative AI, GenStudio tools coming soon
To act on the latest analytics from AI and traditional search, Adobe has added AI tools to generate and deploy new content within GenStudio, our content supply chain management suite. New features include Simulated Audience, a synthetic data tool for testing campaign ideas, similar to other marketing tools such as Qualtrics.
Adobe Workfront’s new MCP integration connects to LLM and enables marketers to use agent-based workflows to assign tasks, check project status, and manage campaign activities. Firefly Graph for Enterprise combines Adobe and third-party AI models to automate content creation.
GenStudio for Performance Marketing adds Connected TV (CTV) as a new channel. Its AI analyzes marketing efforts across paid social media, email, display ads, and CTV. Ad recommendations suggest which ads to update, expand, or optimize. Another related feature, Next Best Creative, allows you to automatically generate your next ad or marketing asset based on what’s currently getting the best response.
Adobe also unveiled a number of updates to its Creative Cloud tools in the lead-up to Cannes.
Creative Agent is deployed in apps like Photoshop, Illustrator, Frame.io, and InDesign to automate complex workflows and quickly accomplish tasks like iterating and creating product reels, brand kits, storyboards, and other materials. Agents can work within standardized elements and style guidelines to ensure creatives and marketers don’t stray from brand rules.
Adobe uses Firefly and other models to create Creative Cloud apps that can be used from prompts within AI tools like Anthropic’s Claude, Microsoft Copilot, OpenAI’s ChatGPT, and Google Gemini is coming. This is notable since Anthropic emerged as a competitor earlier this year with a preview of Claude Design, an app that creates editable visual content from AI prompts.
Don Fluckinger is a seasoned B2B technology journalist with over 30 years of experience specializing in enterprise IT, digital experience, and content management. As a senior news writer for Informa TechTarget, I provide award-winning analysis that helps IT and business leaders leverage complex technology to improve customer and employee experiences. Any tips? send him an email.
