Has Adobe Found a Winner with LLM Optimizer?

At this year’s Cannes Lions International Festival of Creativity, Adobe did something uncommon: it launched a new product to help ensure that content is seen (rather than create the said content). The LLM Optimizer - a suite designed to help brands understand and influence how they appear in AI-powered interfaces like ChatGPT, Claude, and Gemini. In a moment when generative AI seems poised to encroach on traditional web searches, Adobe’s move could prove prescient. But here’s the question: can one smart tool redeem a company whose public perception has cratered among its most passionate users? From Search Engine to “Generation Engine” “The adoption of GenAI-powered chat services is astounding,” said Haresh Kumar, senior director of strategy and product marketing for