The GEO Imperative: Why Brands Must Optimize for AI Discovery

Generative AI is no longer an experiment—it’s rapidly becoming the default way customers discover, evaluate, and engage with brands. These engines are shaping first impressions, driving recommendations, and even influencing purchasing decisions in ways that traditional search and media never did. Waiting is no longer an option: brands that don’t actively optimize for Generative Engine Optimization (GEO) risk invisibility.

At Adobe, we’ve been on the frontlines of this shift. Our newest agentic application Adobe LLM Optimizer is designed to help brands understand how large language models interpret content, and give them the tools to continuously improve visibility, relevance, and trust in this AI-driven landscape.