Loni Stark

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.

And the second part of it is being able to take action on it.

So in the SEO world, which I love you brought up that we started in search engine optimization, it was fine that at the scale needed and the volumes needed, you had people optimize everything.

Now we're at a point where AI, it's ravenous.

It wants so much content, information.

And so Adobe brand visibility is also making it faster and easier and at greater scale for brands to optimize the content that's needed.

An example of that is an AI agent that helps to generate FAQs or being able to take 10,000 pages that have content visibility challenges for AI

and turn them all into content that AI agents have been able to see, read, and then use for citations.

And we've seen increased in referral traffic as a result of that last effort, which is super simple because it's around content people have.

By doing this, they're able to see a 30 to 100% increase in their citations.

So that's a general range, but we've seen that kind of impact happen in weeks.

So what's interesting here is that the fastest growing area is AI visibility.

But when you look at the numbers, SEO still provides a large bulk of the traffic.

What we've seen in the data that Adobe tracks is that it is decreasing depending on the different industries.

So it's still important, but this AI piece is growing fast.