So for like a founder or a marketer that's listening to this right now, what does that actually mean for businesses in 2026?

Yeah, I think it's one of the hottest topics that people have been talking about for the last two years.

At Adobe, we noticed this about two and a half years ago when what we saw was that the traffic patterns on the internet was changing and that it wasn't just humans, but also AI that was crawling online.

websites and information out there.

It was also the time when you and I, we started to use these LLMs like ChatGPT, like Claude.

I mean, I don't know about you, but now my LinkedIn feed, at least like 60% of it is about this, right? We're in the heat of it.

So What it's saying for any brand or company is that in the past, you had people as your audience online.

right so someone that's like a dedicated father might be like okay i'm going to go to the shops for myself because i need to make sure i get the exact specific thing but someone that doesn't care too much about that role might be like hey i'll just get it to order from amazon to get these nappies in as well so i'm very curious about that as well like there's such an intermixing of like what can happen here i'm curious from your perspective like obviously you're very kind of science-based you want to do your research first but What kind of people do you think are best suited to use agents as they currently are to be the most effective to get the most out of them?

at.

I talked to one person and they were saying, well, I checked a couple of things in ChatGPT and it seems completely random.

Well, if you do it for one or two searches, yes.

But at the scale that's needed, it is predictable.

So what brands need and why we introduced this new solution, Adobe Brand Visibility, is that we recognize that the brands we work with over the past several decades, they now need new tools for being able to understand how their brand is showing up.

So that was the genesis of the SEMrush acquisition.

So it was one of the key reasons that we acquired SEMrush was to make sure that we were providing more trusted data to brands in terms of how they're showing up on AI, but also on lots of other channels like social and traditional search.

How different will the internet experience be in two years, five years time, Lonnie?

at.

I talked to one person and they were saying, well, I checked a couple of things in ChatGPT and it seems completely random.

Well, if you do it for one or two searches, yes.

But at the scale that's needed, it is predictable.

So what brands need and why we introduced this new solution, Adobe Brand Visibility, is that we recognize that the brands we work with over the past several decades, they now need new tools for being able to understand how their brand is showing up.

So that was the genesis of the SEMrush acquisition.

So it was one of the key reasons that we acquired SEMrush was to make sure that we were providing more trusted data to brands in terms of how they're showing up on AI, but also on lots of other channels like social and traditional search.

How different will the internet experience be in two years, five years time, Lonnie?

So break down this relationship between brand visibility and machine readability and how how it has become so important now to not be search engine optimized, but to be optimized for these LLMs to read your content instead.

Yes, Marlee, we think about this and we advise clients in four categories around brand visibility.

And you touched on the first most fundamental thing, which is brand discoverability.

Can AI actually find the content on your website? So your website now has become not just for humans, but for AI.

And a lot of the content, 80% of the brands we work with, their content that's optimized for humans.

They're not optimized for readability for AI.

So what Adobe brand visibility does is it goes in and it does an audit of this and make sure that all of that great content is visible to AI.

What areas are we seeing perform well when they're going into an LLM and being tossed out to the search, to me, the consumer, and what areas are really still struggling?

If AI continues to shorten the path to purchase, what happens to the discovery process, the search process, advertising, and brand differentiation?

I think a couple of things.

One, brands are going to need to invest more in top of funnel brand marketing so that if someone says, find me a hotel, turns into find me that brand's hotel so that there is human preference in the prompts.

And we're tracking that with brands.

How many of the prompts in their category are branded versus unbranded? That's one area.

The second, which is interesting, is while the discovery to Purchase may be compressing.

There's also experiences that people want to have.

What are these leaders, these potential winners right now doing right in terms of their strategy?