Adobe’s June launch of Adobe Brand Visibility definitely makes this market shift in search behaviour, and business attitudes to it, feel more concrete than ever.
Until recently, Generative Engine Optimisation, or GEO, has been discussed largely as an emerging discipline. Brands knew AI search was changing discovery, but many were still trying to understand what to measure, what to improve, and how seriously to take it.
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Adobe’s announcement is a clear signal that GEO is moving into the enterprise marketing stack.
The new solution brings together Adobe’s content and experience tools with Semrush’s AI visibility intelligence. In practical terms, it is designed to help brands see how they appear across AI surfaces such as ChatGPT, Google AI Mode, Microsoft Copilot, and Perplexity.
That matters because AI search is becoming a new layer of customer discovery. People are not just using AI tools to ask factual questions. They are using them to compare products, plan trips, shortlist providers, research problems, and decide who to trust.
Adobe’s own data underlines the pace of change. It says AI traffic to US retail sites increased by 1,324% between October 2024 and May 2026, with travel seeing even higher growth.
For brands… you don’t need Adobe’s platform to gain visibility. It’s just the latest platform to move into GEO targeted tracking.
The lesson is that AI visibility now needs to be actively understood and managed.
It is no longer enough to know how you rank in Google. You need to know whether AI systems can find you, understand you, cite you, and recommend you in the moments that shape customer decisions.
That means looking at the prompts you appear for and – more importantly – the ones you miss. You need to understand which competitors are being recommended instead of you, and what are the content gaps that are stopping your brand from being part of the answer.
Understand this: GEO is becoming a continuous operating model, not a one-off optimisation task.
And the brands that start treating it that way will have a much clearer view of where they are visible, where they are vulnerable, and where the strongest opportunities sit.
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Frontier15 helps brands achieve visibility in the era of AI search, creating content strategies that make your expertise discoverable and trusted by both people and machines. Get in touch and ask us how we can map a GEO-informed content strategy that helps future-proof your brand.