BUSINESS TECH | Adobe expands AI push across search, marketing, creative work
The announcements reflect the growing role of AI in how consumers discover products, how marketing work is performed and how creative concepts are developed.
Adobe is expanding its use of artificial intelligence across three areas of the digital economy — how brands appear in AI-powered search, how marketers develop AI skills, and how creative teams use generative AI — through new products and partnerships announced June 16 and 17.
The initiatives cover Adobe Brand Visibility, a platform designed to help businesses track and improve their presence across AI search services; AI Essentials for Marketers, a training program developed with LinkedIn; and a collaboration with Walt Disney Imagineering to develop custom generative AI models for theme park design.
The announcements reflect the growing role of AI in how consumers discover products, how marketing work is performed and how creative concepts are developed.
AI changes how brands are discovered
Adobe Brand Visibility combines Adobe’s content optimization capabilities with AI visibility intelligence from Semrush to help businesses understand how their brands appear across AI-powered search and chat platforms.
The company announced the platform June 17, citing a sharp increase in AI-driven traffic to websites. Adobe said AI traffic to U.S. retail sites increased 1,324% between October 2024 and May 2026, while traffic to travel sites rose 2,215% during the same period.
The platform is designed to track brand visibility across services including ChatGPT, Google AI Mode, Microsoft Copilot and Perplexity AI.
Adobe said Brand Visibility uses nearly 300 million real-world AI search prompts, which it described as the largest global database of its kind. The system also incorporates audience reach data, competitive share-of-voice information and insights from a company’s owned channels.
The data is intended to show businesses which topics and prompts are generating visibility for their brands and where competitors are receiving greater exposure.
“In a world where customers often interact with an AI tool before ever reaching a business’s website, visibility is everything now,” said Anil Chakravarthy, president, Customer Experience Orchestration Business, Adobe.
Adobe Brand Visibility also provides recommendations for content optimization and allows teams to deploy changes and measure their effects through the same workflow. Adobe said businesses can connect optimization activity to bookings, pipeline and revenue through integrations with its analytics products.
The platform incorporates Semrush’s search data, including 28.5 billion keywords and 43 trillion backlinks accumulated over 17 years, according to Adobe.
Adobe said the system can identify where a company’s existing search authority could support citations in AI-generated responses and where additional content investments may be needed.
The company said Brand Visibility can be used as a standalone application or integrated with Adobe Experience Manager, its content and asset management system. The integration is intended to allow businesses to optimize content and digital assets for both human visitors and AI systems.
The platform also includes competitive comparison tools that allow marketers to track brand mentions, citations and historical changes in visibility.
Adobe said the system is designed to create a closed-loop process in which teams identify gaps in AI visibility, receive recommendations, make content changes and measure business results.
Marketers face a growing AI skills gap
As AI changes how marketing work is performed, Adobe and LinkedIn are also launching a global training initiative aimed at helping marketing professionals develop AI skills.
The companies announced AI Essentials for Marketers on June 16. The program provides role-based training covering digital marketing; content and creative; social and communications; and data and analytics.
The courses are designed for marketers at different stages of their careers and use short-form, social-first learning formats.
LinkedIn data cited by the companies shows that the share of marketing job postings requiring AI literacy skills has increased 113% year over year.
The initiative draws on LinkedIn’s Economic Graph, which the company describes as a digital representation of the global economy based on data from its 1.3 billion members, more than 71 million companies and 42,000 skills.
The training will cover AI-driven content planning, content creation and production, audience targeting and campaign development, as well as data and analytics.
The four courses will be available in 47 languages. Courses will be offered free of charge through LinkedIn Learning, while additional learning materials, hands-on experiences and customer use cases will be available through Adobe Experience League.
“Marketers everywhere are eager to embrace AI but need the right skills to do it with confidence,” said Rachel Thornton, chief marketing officer, Enterprise at Adobe. “AI Essentials for Marketers is about more than mastering new tools; it’s about reimagining what creativity, marketing strategy, and customer relationships look like in an AI-powered era.”
Adobe and LinkedIn said the program is intended to make AI training accessible to marketers who are not necessarily technical specialists.
“Marketers are navigating the shift to AI and it is both daunting and exciting,” said Jessica Jensen, chief marketing officer at LinkedIn. “LinkedIn’s labor market report provides insights for marketers to see where the industry is going and to understand the skills they will need to be successful both in their current job and for what’s next in their careers. Together with Adobe, we’re helping make AI skills accessible to every marketer — not just technical specialists — through scalable, practical learning designed for the realities of modern work.”
Participants can earn certificates of completion that can be displayed on their LinkedIn profiles.
The companies said they plan to add content regularly to keep the training current as AI technology and workplace requirements change.
The initiative builds on Adobe’s existing Digital Academy and Experience League programs. LinkedIn Learning has more than 25,000 courses, including about 2,300 focused on AI, according to the companies.
Custom AI moves into theme park design
Adobe is also applying generative AI to specialized creative work through a collaboration with Walt Disney Imagineering Research & Development.
Announced June 16, the collaboration will use Adobe Firefly Foundry to develop custom AI models based on Disney Imagineering’s proprietary design assets.
The companies said the models will be designed to support the design and pre-production visualization process for Disney Parks and Experiences while maintaining the visual characteristics of Disney properties.
The initial workflows include a sketch-to-image model that can transform rough hand-drawn concepts into 2D concept art, a custom image model for generating franchise-specific creative assets, and a 3D modeling capability that converts 2D renderings and design concepts into 3D prototypes.
The custom image model is being developed around Imagineering assets associated with franchises including Mickey & Friends, Frozen, Moana, Lilo & Stitch and Cars.
“Storytelling is in Disney’s DNA. Empowering creators with the latest AI innovations is in ours,” said Hannah Elsakr, vice president, GenAI New Business Ventures at Adobe. “As the teams at Imagineering build new experiences for fans around the world, our tools and workflows will provide a creative foundation to explore bolder ideas and make the best ones a reality.”
Kyle Laughlin, senior vice president of research and development, technology and engineering at Walt Disney Imagineering, said the collaboration would combine technology with human creativity.
“At Imagineering, we’ve always believed technology and human creativity can work together responsibly,” said Laughlin. “Our work with Adobe lets us bring Disney stories and characters to life in our Parks faster, and with the emotional quality our guests expect.”
Adobe said Firefly Foundry allows businesses to create customized generative AI models using proprietary and licensed assets. The company said the approach is intended to address concerns involving intellectual property, brand consistency and the provenance of generated content.
For Imagineering, the initial applications are intended to support the design process from early sketches and concept art through 3D renderings and construction-related models.
The 3D capability is designed to give designers the ability to develop prototypes, plan builds, estimate materials and coordinate with engineering teams before physical construction begins.
Adobe said the technology could eventually support a broader workflow extending from hand-drawn concepts and rendered artwork to 3D models and construction-quality computer-aided design models.
From visibility to skills and creation
Taken together, the three initiatives place AI at different stages of the digital content and customer experience cycle.
Brand Visibility focuses on what happens after consumers increasingly turn to AI systems to discover and evaluate products and services. AI Essentials for Marketers addresses the skills needed by people whose work is being reshaped by those systems. The Disney Imagineering collaboration focuses on how generative AI can be incorporated into specialized creative and design workflows.
The developments also show Adobe’s broader effort to move AI beyond individual content-generation tools and into business processes involving discovery, marketing, content management and creative production.
For marketers, that means adapting content not only for conventional search engines and human audiences but also for AI systems that increasingly influence how information is surfaced. For organizations, it also means developing employees who can work with AI tools and understand their applications.
For creative teams, the Disney collaboration illustrates another approach: using customized models trained or tuned around an organization’s own assets rather than relying solely on general-purpose generative AI systems.
Adobe’s three announcements therefore address different parts of the same transition: AI is becoming part of the way consumers find information, professionals perform marketing work and creative organizations develop new products and experiences.
Full disclosure: All news articles published on the TechSabado website are written by human journalists, unless otherwise specified. Final text editing is also performed by human editors, with artificial intelligence (AI) used only to assist with additional grammar and style guide corrections..
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