Adobe has launched a new set of AI marketing tools aimed at helping companies manage how their brands appear across AI-powered services and digital platforms.
The company announced the products on Monday at its Adobe Summit conference in Las Vegas, saying businesses now work so hard to stay visible on AI search tools, chat services and automated shopping platforms, while also improving customer experiences on their own websites.
Adobe said the new system expands its existing Adobe Experience Manager platform, which many brands already use to manage websites and digital content.
The latest update adds tools designed to help companies control approved content, permissions, governance regulations and brand information used by internal teams and AI systems.
Loni Stark, vice president of strategy and product at Adobe, said companies now need to think beyond content management.
“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 Stark.
“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 said the new package includes tools across four areas: monitoring brand visibility, creating content, reaching customers and measuring results.
One product, Adobe LLM Optimiser, is designed to show how brands appear in AI-driven search and recommendation systems. It also highlights gaps in product visibility during online shopping searches.
The company also introduced new features for Adobe Commerce, which supports online retailers. Adobe said these updates will help businesses improve product listings and customer discovery through AI shopping tools.
Another product, Adobe Brand Concierge, offers conversational shopping experiences with real-time product details and checkout options.
Adobe said brands will also be able to create experiences that run directly inside large language model platforms through a new feature called LLM Apps.
The company added several AI agents to support content teams.
These include Brand Experience Agent, which updates web pages and creates new content, Content Advisor Agent, which finds approved materials for teams, and Brand Governance Agent, which checks brand rules, permissions and asset rights.
Adobe also said companies will be able to measure recommendation share across AI platforms, response accuracy and customer engagement on their own websites.
Jennifer Manry, Divisional CIO, Corporate Systems, at Vanguard, said trust remains central as the firm adopts new technology.
“Maintaining the trust of our clients is at the centre of how we approach technology at Vanguard, especially in an AI-driven future,” said Manry.
“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 is also working with Amazon, Microsoft, Anthropic, OpenAI and Nvidia to ensure the tools work across multiple platforms.
The launch of Adobe AI marketing tools comes as software companies face stronger competition from fast-growing AI firms offering automation tools for business users.
