Adobe has unveiled LLM Optimizer, a new tool designed to help brands increase their visibility in responses generated by large language models (LLMs), marking the emergence of a new marketing discipline: Generative Engine Optimization (GEO).

Adobe’s LLM Optimizer gives marketers critical insight into how their content is being accessed, interpreted and cited by generative AI platforms — such as chatbots, intelligent browsers, and AI assistants.

“Traditional analytics were built for human visitors, not intelligent agents,” Adobe says. “LLM Optimizer changes that by providing real-time insight into agentic traffic.”

The tool detects and tracks AI-driven interactions, including content retrievals for summarization or citations in AI responses. It highlights which website pages or assets are most frequently accessed by AI and where brand content is being overlooked or misrepresented.

Beyond visibility, LLM Optimizer offers benchmarking against competitors, identifies content gaps, and delivers prescriptive recommendations that can be implemented instantly through Adobe Experience Manager Sites — streamlining action without technical handoffs.

It also maps AI exposure to real business outcomes, such as traffic quality and conversion rates, and monitors off-domain sources like Wikipedia and Reddit to ensure accurate brand representation.

With support for enterprise protocols like Agent-to-Agent (A2A) and Model Context Protocol (MCP), Adobe’s LLM Optimizer positions itself as a scalable solution for brands navigating the AI-driven discovery landscape.