At Adobe Summit 2026, Adobe has introduced a new brand visibility solution designed to help organizations manage how their brand is represented across both human-centric digital channels and AI-powered discovery surfaces.
The move comes as businesses face a shifting landscape where AI agents and chat services are increasingly acting as the primary intermediaries between brands and consumers.
The solution represents a significant expansion of Adobe Experience Manager (AEM). By adding a contextual layer to the platform, Adobe aims to provide AI agents with the necessary brand truth to build and optimize digital experiences.
The update is supported by new innovations across Adobe Commerce, an LLM Optimizer, and the Adobe Brand Concierge, all intended to ensure brand accuracy and improve visibility within AI ecosystems.
According to new data released by Adobe, AI-driven traffic to U.S. retail sites surged by 269% year-over-year as of March 2026. Despite this growth, the data suggests many businesses still face significant gaps in how they appear to AI models. Adobe’s new operating model addresses this through a four-stage “experience flywheel”: sensing how the brand appears on AI surfaces, generating grounded content, reaching both humans and AI systems from a single foundation, and learning from those interactions to refine performance.
Offerings that power the experience flywheel include:
- Sense: Adobe LLM Optimizer and Adobe Commerce enhancements provide businesses visibility into how they appear across AI-driven discovery, by assessing how AI systems interpret products, content and brand presence across both traditional search and LLM-powered experiences. These enhancements also help identify product visibility gaps across AI-driven shopping journeys.
- Generate: AEM Sites, the leading content management system, provides the foundation for building experiences for both humans and AI agents that are embedded directly into core workflows. New context management capabilities ensure every experience is grounded in brand truth, governed by policy and built from a shared foundation of permissions and content sources. This enables teams to create AI-ready experiences at scale. Three agents are now available, including:
- Brand Experience Agent accelerates content production by updating existing pages, creating net-new content and modernizing legacy sites for AI-driven discovery.
- Content Advisor Agent surfaces approved content instantly and prepares it for any channel, so teams spend less time searching and more time driving impact.
- Brand Governance Agent enforces brand policies, tracks asset rights and manages permissions, ensuring content for customers and AI systems is always on-brand, authorized and compliant with brand policies.
- Reach: Adobe Commerce enhancements will drive product visibility across AI-driven shopping journeys through catalog enrichment and product page optimization. Updates to Adobe Brand Concierge will deliver conversational experiences that bring real-time product details and checkout into customer conversations. In addition, LLM Apps (a new capability in AEM) will enable brands to build branded experiences that run directly within LLM interfaces, extending a brand’s presence across AI surfaces.
- Learn: Businesses can now measure their share of recommendations across AI surfaces and response accuracy. On owned properties, they can assess the growth of direct engagements and impact on customer lifetime value. In addition, human corrections and editorial judgments feed back throughout the system, building institutional memory that makes each cycle sharper—continuously strengthening the brand truth, governance and content foundations behind every experience.
Loni Stark, Vice President of strategy and product, Adobe, said:
“There is a new intermediary between brands and their customers, and unlike every one that came before it, this has the ability to reason. 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.”
The solution also introduces agentic authoring capabilities within AEM. These tools are designed to democratize experience-building across an organization, allowing employees to use AI-first tools to maintain brand consistency and engagement.
For early adopters like Vanguard, the focus remains on balancing these new technological capabilities with consumer trust.
Jennifer Manry, Divisional CIO, Corporate Systems, Vanguard, commented:
“Maintaining the trust of our clients is at the center for how we approach technology at Vanguard, especially in an AI-driven future. 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.”
By integrating a contextual layer directly into the content management system, Adobe is acknowledging that brand truth is the new currency of customer experience. If a brand cannot control the data that feeds an AI agent, it loses control over the customer journey before the customer even reaches their website.
This move will likely force a consolidation of content strategy and data governance, requiring CX teams to become as proficient in managing machine-readable context as they are in creating human-readable content.