Your Customers Are Asking Claude and ChatGPT About Your Business. Are You in the Answer?

Try this before your next marketing meeting. Open a private browser window, stay logged out, and ask ChatGPT what your company does. Then ask Claude and Gemini. If those three answers don't sound like your homepage, positioning deck, or last product launch, you may have uncovered a significant gap in how your business is represented across AI platforms.

I built my first website in 1994, when I was in seventh grade. I became a developer, and for the last 15 years I've run Martech teams for consultancies, working with Fortune 100 technology and media brands. In that time, I've watched the way customers find businesses change again and again. Every time, some companies move early and others decide the new thing can wait.

We're in the middle of one of those shifts right now, and its pace is unlike anything I have seen in my career.

We've Seen This Before

• 1995: Websites
  Plenty of businesses decided the web wasn't for them. Their customers used the Yellow Pages. That same summer, a small online bookstore called Amazon opened. Its growth would go on to change commerce and the way people shop and businesses sell.
• 2000: Paid search
  Google launched AdWords, and a business could finally show up at the exact moment someone searched for what it sold. The modern era of paid media started here, and the early advertisers built advantages that took competitors years to catch up with.
• 2008: Social
  People were spending more time on Facebook and Twitter. Some brands showed up, learned about the channel, and built audiences. Others called it a fad.
• 2015: Mobile
  Google began rewarding mobile-friendly sites in its rankings, and brands that had put off responsive design faced greater pressure to improve their mobile experiences or risk losing visibility in search results.
• 2026: AI answers
  Customers are increasingly turning to AI assistants to research products, compare options, and evaluate businesses. The brands that show up in those answers have another opportunity to influence how customers discover and consider them.

The pattern is familiar. The channel is new, the measurement is immature, and it's easy to say, "let's wait and see." But delaying investment can mean losing valuable time to understand the channel, build expertise, and respond to changing customer expectations.

The New Front Door Is an AI Answer

Today, customers increasingly turn to platforms such as ChatGPT, Claude, Gemini, Microsoft Copilot, or Google's AI Mode as part of their research and decision-making. They ask which option is best, or how one company compares to another, and get a direct answer instead of having to work through a page of search results.

It’s also happening on your own site. Adobe is building AI into the brand experience itself. Adobe Brand Concierge lets customers ask questions and get answers directly on a brand's own site. AI is becoming both how customers find you and how they talk to you once they arrive.

AI is already deciding which brands your customers hear about first.

Why Your SEO Program Doesn't Cover This

Here's what I tell marketing leaders. Ranking well in traditional search doesn't automatically mean your brand will be represented accurately or prominently in AI-generated answers. There's no page two. The assistant pulls from what's out there about you, including your website, reviews, Wikipedia, third-party sources, and industry coverage, and generates a summary response. Your brand may be featured, mentioned briefly, or left out altogether. And if you are included, you might be described as the company you were, five years ago.

Most teams have limited visibility into what these assistants are saying about them, because nothing in the traditional SEO toolkit was built to tell them. Traditional SEO reporting doesn't fully capture how brands are represented across AI-generated answers.

Where Adobe Brand Visibility Fits

Adobe Brand Visibility is designed to address this gap. Adobe had earlier launched LLM Optimizer in 2025 to help brands understand and improve their visibility in AI-driven discovery. After acquiring Semrush in 2026, Adobe combined LLM Optimizer with Semrush's AI search intelligence, drawing on a database of nearly 300 million real-world AI search prompts. The result is a unified solution that helps marketing teams understand and improve their presence across AI platforms:

• Where AI assistants mention your brand, and where you're missing
• How you stack up against the competitors you care about
• What to fix, prioritized by impact
• How those fixes can be connected to traffic and business results

If your business already works with Adobe, exploring Brand Visibility can start with a conversation with your account team about how it fits into your existing technology stack. It works alongside the stack you own, with no new platform to stand up and works with platforms outside of the Adobe ecosystem.

I think about it the way I think about web analytics. Twenty years ago, running a website without analytics was a choice. Today, analytics is an established part of digital marketing. AI visibility is heading the same way. I believe that within five years, AI visibility measurement will become a standard part of enterprise marketing, much like web analytics is today.

The Early-Mover Advantage

AI assistants are forming their picture of your business right now, from whatever is published today. Brands need to understand what information AI systems are finding, how accurately they represent the business, and where competitors are gaining visibility. The brands that start now can establish a baseline, learn which improvements influence their visibility, and build the experience needed to refine their approach as AI-driven discovery evolves.

Shortening the Path to Value

This is the part of my job I'm most excited about right now. Over the years I've gotten to know a lot of people with deep expertise in AI development and search marketing, and many of them are on my team at Bounteous today. We're giving Brand Visibility our full attention, because we believe it's a product every business is going to need as AI visibility will become an increasingly important part of how businesses manage their digital presence.

We also know that customer acquisition doesn't work the same way on every AI platform. How ChatGPT finds and recommends a brand can differ from how Claude, Gemini, or Google's AI Mode surfaces information. An approach that improves visibility on one platform may not deliver the same results on another. Our work spans these platforms and the different approaches needed to improve brand discoverability. As an Adobe Platinum Solution Partner, we bring deep AEM expertise and a GEO practice built on hands-on Semrush experience. Together, these capabilities help us translate AI visibility insights into meaningful improvements for our clients.

For businesses looking to get started, the focus is on establishing a useful baseline and acting on the findings early. We handle setup, configure tracking for the prompts and competitors that matter to your business, and identify and begin implementing priority improvements during the initial trial period. Then we use those insights to guide ongoing improvements, measure progress, and refine the approach as AI-driven discovery changes.

Start Small and Start Now

You don't need a year-long program to get going. Talk to your Adobe account team about Brand Visibility and connect with Bounteous to explore how to put those capabilities to work. We'll start with an AI visibility snapshot that shows how your brand appears across relevant AI platforms, where competitors are showing up instead of you, and which opportunities are worth prioritizing. With a clear picture of where your brand stands, you can begin making informed improvements as AI-driven discovery continues to evolve.