WEBVTT 00:00:00.125 --> 00:00:01.251 You have to think about, 00:00:01.251 --> 00:00:03.336 I created this content, how is it showing up? 00:00:03.336 --> 00:00:06.047 But more importantly, what are the other things 00:00:06.047 --> 00:00:10.135 that cause content about my brand to surface in LLMs? 00:00:10.385 --> 00:00:11.970 One of the specific places 00:00:11.970 --> 00:00:15.724 where the atomization is being affected even more profoundly 00:00:15.724 --> 00:00:17.767 from a change standpoint than anywhere else right now 00:00:17.767 --> 00:00:19.394 is in the LLMs and how people 00:00:19.394 --> 00:00:21.938 are discovering content right now. 00:00:21.938 --> 00:00:23.606 How is Adobe thinking about that 00:00:23.606 --> 00:00:24.733 and what are some of the changes 00:00:24.733 --> 00:00:27.610 between the search behaviors of the recent past 00:00:27.610 --> 00:00:30.363 and what's happening now in terms of agentic search 00:00:30.363 --> 00:00:33.158 and AEO, GEO and all the things that everyone 00:00:33.158 --> 00:00:35.160 is obviously talking about? 00:00:35.160 --> 00:00:36.661 Seeing that shift, and I, you know, 00:00:36.661 --> 00:00:37.954 I go back a couple of years ago 00:00:37.954 --> 00:00:39.372 and I think that's when you began to see 00:00:39.372 --> 00:00:43.126 as a marketer, the shift from SEO to, you know, 00:00:43.126 --> 00:00:46.296 agentic engine optimization to AEO or, GEO. 00:00:46.296 --> 00:00:49.549 And you could really see, like we run an AI 00:00:49.549 --> 00:00:51.051 and digital trends report, 00:00:51.051 --> 00:00:53.636 we look at what are things like buying behavior, 00:00:53.636 --> 00:00:55.221 searching behavior, retail behavior. 00:00:55.221 --> 00:00:58.224 And you could really see that shift from, 00:00:58.224 --> 00:01:00.602 predominantly people going to SEO 00:01:00.602 --> 00:01:02.854 and now people moving over to things like ChatGPT 00:01:02.854 --> 00:01:04.898 or Gemini or Perplexity. 00:01:04.898 --> 00:01:08.568 As that happened, it became clear that for marketers 00:01:08.568 --> 00:01:12.322 what they understood about mastering SEO 00:01:12.322 --> 00:01:16.159 wasn't necessarily the same thing they needed to master AEO. 00:01:16.159 --> 00:01:19.579 So you had to really think about, okay, 00:01:19.579 --> 00:01:22.207 not only what is the content I'm putting out there, 00:01:22.207 --> 00:01:24.292 and this is where I think all the work we've done 00:01:24.292 --> 00:01:27.212 with you guys on this concept of paid or owned 00:01:27.212 --> 00:01:30.131 and how those channels interact with each other. 00:01:30.131 --> 00:01:32.550 You have to think about, I created this content, 00:01:32.550 --> 00:01:33.510 how is it showing up? 00:01:33.510 --> 00:01:36.179 But more importantly, what are the other things 00:01:36.179 --> 00:01:40.558 that cause content about my brand to surface in LLMs? 00:01:40.558 --> 00:01:44.813 So is it press, is it analysts? Is it my community? 00:01:44.813 --> 00:01:47.273 And so you have to kind of look across all of those things 00:01:47.273 --> 00:01:50.193 and think, what are we saying about our brand, 00:01:50.193 --> 00:01:51.694 but what are others saying about it? 00:01:51.694 --> 00:01:52.821 - Yes. - And I think 00:01:52.821 --> 00:01:53.988 that becomes so important 00:01:53.988 --> 00:01:56.032 because when you understand that, then it's able to, 00:01:56.032 --> 00:01:57.659 you're much better able to understand, okay, 00:01:57.659 --> 00:02:00.411 how do we wanna make sure we're surfacing, 00:02:00.411 --> 00:02:02.413 you know, in what context? 00:02:02.413 --> 00:02:04.999 And I think, that for all marketers becomes, 00:02:04.999 --> 00:02:08.419 as they think about AEO, how do they manage that? 00:02:08.419 --> 00:02:11.172 - Yeah. I think right now it's trust, credibility. 00:02:11.172 --> 00:02:12.841 And I also think we're managing the duality 00:02:12.841 --> 00:02:16.052 of that world is going to be for humans. 00:02:16.052 --> 00:02:17.053 We still need to create 00:02:17.053 --> 00:02:19.013 love and emotion. - Yes. 00:02:19.013 --> 00:02:20.515 - And we can't lose sight of that. 00:02:20.515 --> 00:02:22.767 And then for the agents, we have to really understand 00:02:22.767 --> 00:02:25.311 how they see information and how they value - 00:02:25.311 --> 00:02:27.564 - Yes. - trust and credibility. 00:02:27.564 --> 00:02:30.567 - It's been really interesting because with AEO, 00:02:30.567 --> 00:02:32.110 you honestly have to think about, 00:02:32.110 --> 00:02:34.070 I have a human audience that's consuming content, 00:02:34.070 --> 00:02:35.572 but now I have an agent. 00:02:35.572 --> 00:02:37.907 I have that audience consuming content as well. 00:02:37.907 --> 00:02:39.033 So for marketers, you have to think, 00:02:39.033 --> 00:02:40.994 I now have two audiences, 00:02:40.994 --> 00:02:42.954 humans that I know and this brand new audience 00:02:42.954 --> 00:02:44.706 over here are agents. 00:02:44.706 --> 00:02:48.168 One of the reasons why I think it was exciting 00:02:48.168 --> 00:02:51.087 to have the Semrush acquisition happen for us was, 00:02:51.087 --> 00:02:53.173 you know, they had such a good understanding of SEO. 00:02:53.173 --> 00:02:55.341 And by the way, I don't think that, 00:02:55.341 --> 00:02:57.468 it's not like an all or nothing. 00:02:57.468 --> 00:03:00.054 I definitely think it is still a continuum 00:03:00.054 --> 00:03:02.140 of how are we showing up in SEO as, - 00:03:02.140 --> 00:03:03.850 - It's an and. - yes, exactly, 00:03:03.850 --> 00:03:06.311 and how are we showing up at AEO. 00:03:06.311 --> 00:03:08.646 And I think understanding that 00:03:08.646 --> 00:03:10.356 and then understanding the impact 00:03:10.356 --> 00:03:13.026 of now these two audiences on your brand, 00:03:13.026 --> 00:03:15.403 I think is just really critical. 00:03:15.403 --> 00:03:16.571 - Rachel, thank you so much 00:03:16.571 --> 00:03:17.739 for being here. - Thank you.