Google has been the de facto gatekeeper in the online advertising industry, deciding which brands are visible to users and which are lost in the crowd. But this is slowly but surely starting to change as people increasingly turn to artificial intelligence (AI) chatbots like ChatGPT to find information online. Brands are being forced to adjust their marketing strategies to keep up. Adobe announced a platform that will help advertisers take advantage of the rise of large language models (LLMs) that are taking the internet world by storm.
The new platform, called Adobe LLM Optimizer, was unveiled at Cannes Lions, one of the advertising industry’s biggest annual events. As brands’ customers spend more time interacting with AI chatbots, LLM Optimizer provides marketing teams with a set of essential tools to track brand awareness. “Generative AI interfaces are quickly becoming the primary tool customers use to discover, engage and make purchase decisions at every stage of the customer journey,” said Loni Stark, vice president of strategy and products for Adobe Experience Cloud, in a statement. “Adobe LLM Optimizer empowers brands to operate confidently in this new environment, differentiating and delivering results when it matters.” How LLM Optimizer works Think of Adobe LLM Optimizer as a tool that provides visibility into brand performance across a range of generative AI tools, including ChatGPT, Gemini and Claude.
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Most importantly, the platform also allows search engine optimizers (SEOs) and digital marketers to quickly adjust their online content publishing strategies to make their brands more visible. For example, marketers can receive notifications when their content (such as a link to their website) is included in LLM responses to user queries. This gives them clarity on when, where and how their brand is appearing in the output of the AI tools. In addition, it can also understand what questions customers are asking, so it can further refine its marketing strategy. The platform also has a “recommendation engine” that continuously monitors LLMs’ responses and suggests how to adjust online content to increase brand awareness. This article was edited for Japan by Asahi Interactive from an article published by Ziff Davis overseas.
SOURCE: Yahoo
