Adobe launches Brand Visibility to track AI search presence

Adobe just turned AI search visibility into something enterprises can buy, not just monitor. On June 17, the company launched Adobe Brand Visibility, a new product built to show whether a brand is visible, trusted and chosen across the AI surfaces where discovery is shifting.

The bet is bigger than SEO. Adobe said Brand Visibility combines Semrush’s AI visibility intelligence with Adobe’s agentic content optimization capabilities, giving marketers access to nearly 300 million real-world AI search prompts, plus audience reach data, competitive share-of-voice and owned-channel insights. The company is positioning the tool for ChatGPT, Google AI Mode, Microsoft Copilot and Perplexity AI, which places AI-answer visibility inside the same workflow as content action rather than leaving it in a separate reporting silo.

That matters because Adobe has been building the case for months. At Adobe Summit on April 20, the company introduced a brand visibility solution focused on making brands visible, accurate and trusted across AI discovery surfaces while deepening engagement on owned properties. Eight days later, on April 28, Adobe completed its acquisition of Semrush, folding a brand visibility specialist into a much larger customer experience stack.

The launch also sits inside Adobe CX Enterprise, the end-to-end agentic AI system Adobe unveiled at Summit. Adobe says CX Enterprise is organized around Brand Visibility, Customer Engagement and Content Supply Chain, a structure that suggests AI search is no longer being treated as a side project for the SEO team. Instead, it is moving into the territory of marketing operations, analytics, content strategy and the leaders who control enterprise software budgets.

The numbers help explain the urgency. Adobe said AI traffic to U.S. retail sites rose 1,324% between October 2024 and May 2026, while travel AI traffic rose 2,215% over the same period. The company had already signaled the scale of the shift in June 2025, when it launched LLM Optimizer and said generative AI traffic to U.S. retail sites had jumped 3,500% in May 2025 from July 2024. Adobe then reported further growth of 1,100% year over year in September 2025, 269% year over year in March 2026 and 693.4% during the 2025 holiday season.

Semrush has been making a similar case with its AI Visibility Index, which says it analyzed more than 126 million real U.S. AI search prompts across 22 industries and four AI platforms. Put together, the data points to a market that is maturing fast: AI visibility is becoming measurable, actionable and expensive enough to live in the enterprise stack.