Adobe launched LLM Optimizer, an application that aims to enable brands to optimize content and messaging as consumers move from traditional Google search to genAI and LLM-generated summaries.
Adobe's move, announced at Cannes Lions festival, is designed to address generative engine optimization (GEO). Adobe said that GEO is designed to be more than an evolution of SEO but a new approach to digital marketing. Going forward, brands will need to be seen, cited and chosen by large language models.
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LLM Optimizer focuses on three core areas:
- Presence in AI search. LLM Optimizer helps brands ensure content is visible, accurate and influential in AI generated responses. LLM Optimizer tracks how brands show up for specific prompts compared to competitors. These prompts are replacements for keywords.
- Traffic conversion. LLM Optimizer measures two types of traffic such as LLM Crawler traffic, when AI systems ping sites for information, and referral traffic (users clicking through from AI responses). The tool analyzes how traffic converts to engagement and revenue.
- Content optimization. LLM Optimizer provides recommendations to improve AI ranking and presence. These optimizations can be deployed with one click via Adobe Experience Manager sites. LLM Optimizer also provides tips to optimized content beyond brand websites to third-party sources including Reddit and Wikipedia.
Adobe LLM Optimizer will fit into existing SEO workflows and support Agent-2-Agent and Model Context Protocol.
The new LLM Optimizer application was one part of a broader Cannes Lions rollout. Here's a look:
Adobe showcased GenStudio for Performance Marketing, an AI-first application that enables marketers to create on-brand content connected to campaigns with guardrails. Adobe is positioning GenStudio as the foundation for all stages of the content supply chain with Firefly models underneath.
GenStudio for Performance Marketing's Cannes release includes limited releases for video ads, non-English generation and announced support for Amazon Ads. Marketo Engage, Adobe Journey Optimizer B2B Edition, LinkedIn integration, Meta Video, Workfront Proof and third party digital asset management are all generally available.
Firefly Services, which will get updates to automate production for asset variations at scale across audiences, channels and regions.
Key Firefly items include:
- Generate Video APIs are generally available as are APIs for text to avatar, and substance 3D.
- Firefly creative actions to resize images and reframe video are in beta.
- Custom models have been added.
Adobe Express updates for advertisers with enterprises features for scale, governance and efficiency. Features include Workfront integration, streamlined review and approval processes, customized home experiences and AI tools to set up brands with one click.
