ACTIVATION GUIDE
Want to leverage the power of Adobe and Semrush?
Learn how Adobe will evolve LLM Optimizer to Adobe Brand Visibility, what’s possible today, and what resources are available.
Updated: June 23, 2026
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- What is the simplest way to explain Adobe’s acquisition of Semrush?
- How should I explain the relationship between LLM Optimizer and Brand Visibility?
- What happens to active or in-flight LLM Optimizer deals and customers?
- What happens to the existing LLM Optimizer trial motion?
- How does partner credit apply if an LLM Optimizer deal transitions to Brand Visibility?
- Will partners see changes to how opportunities are tracked or managed during the transition?
- Should partners continue positioning or progressing LLM Optimizer opportunities?
- How do Adobe and Semrush partner programs and participation relate to each other?
- Do partners need to join the Semrush Partner Program to access or sell Brand Visibility?
- Do Adobe partners need to join the Semrush partner program to engage with Semrush capabilities?
- When will partners be able to go to market with or sell Semrush?
- How does Adobe Brand Visibility relate to SEO?
- How should I handle requests related to SEO services or support?
- How does deal registration and partner credit work for Adobe Brand Visibility?
- Can Adobe partners sell, register, or receive credit for Semrush products or services?
- Are there new incentives or benefits for Adobe partners related to Semrush?
- How will partner enablement content be developed and made available to partners?
- What demo assets are available to partners, and what is coming next?
- Will partners have access to sandbox environments for Brand Visibility or Semrush-related capabilities?
- Resources
What is the simplest way to explain Adobe’s acquisition of Semrush?
The most urgent question CMOs are asking today is: how do I know what AI is saying about my brand, and what can I actually do about it? With the acquisition of Semrush, Adobe Brand Visibility can now offer brands a true end-to-end GEO strategy - from discovery to insight, action, and measurement. Semrush AIO brings the deepest GEO intelligence layer available: 213 million prompts tracked, competitive share of voice across every major LLM, and real AI search behavior data. Adobe handles activation, automatically identifying where AI misrepresents your brand and deploying fixes without additional support. Together, they give CMOs both the clearest signal and the strongest response. More details on the PR announcement.
How should I explain the relationship between LLM Optimizer and Brand Visibility?
LLM Optimizer is evolving into the broader Brand Visibility offering. Brand Visibility expands on LLM Optimizer by combining Semrush intelligence and AI visibility insights with activation and orchestration capabilities into a more complete, end-to-end solution. The product is expected to GA by early August.
What happens to active or in-flight LLM Optimizer deals and customers?
Every LLM Optimizer deal is now positioned as a joint solution with Semrush AIO – there is no LLM Optimizer-only deal going forward. Both products remain operationally unchanged, so customers will continue to be supported without disruption. Partners should be aware of this shift and can rely on Adobe sales teams to lead deal execution and positioning.
What happens to the existing LLM Optimizer trial motion?
The current LLM Optimizer trial motion continues. At GA, it is expected to transition and be rebranded as a Brand Visibility trial experience, including the Semrush AIO capabilities.
How does partner credit apply if an LLM Optimizer deal transitions to Brand Visibility?
As opportunities transition to Brand Visibility, partner participation and credit will follow Adobe’s standard model for Adobe-led offerings such as Brand Visibility.
Will partners see changes to how opportunities are tracked or managed during the transition?
No immediate changes are expected for partner engagement or opportunity tracking. As deals transition to Brand Visibility, partner involvement continues to follow standard Adobe practices.
Should partners continue positioning or progressing LLM Optimizer opportunities?
Yes. Partners should continue progressing all active LLM Optimizer opportunities. There is no need to pause or delay activity. Conversations should begin to reflect the transition toward Adobe Brand Visibility as the forward-looking solution. For new opportunities, lead with Adobe Brand Visibility, framing LLM Optimizer and Semrush AIO together, and do not position them as separate products.
How do Adobe and Semrush partner programs and participation relate to each other?
Adobe and Semrush partner programs operate as separate ecosystems today. There is no automatic conversion, alignment, or shared access between the programs.
- Adobe partners do not automatically receive access to Semrush partner benefits, resale rights, or participation in Semrush opportunities.
- Semrush partners do not automatically gain access to Adobe partner programs, benefits, or deal participation.
- Partners must independently meet the requirements of each program to participate in that ecosystem.
- As the Adobe and Semrush offerings evolve, there may be greater alignment between the programs. Any updates will be communicated through standard partner program channels.
Do partners need to join the Semrush Partner Program to access or sell Brand Visibility?
No. Brand Visibility is an Adobe product offered under Adobe SKUs. Partners can register opportunities and transact using standard Adobe processes, just as they would for any other Adobe offering. Brand Visibility effectively replaces the previous LLMO SKU, so no additional Semrush partner enrollment is required.
Do Adobe partners need to join the Semrush partner program to engage with Semrush capabilities?
Yes. Adobe and Semrush partner programs operate as separate ecosystems. Participation in Semrush-only opportunities that are not part of an Adobe Brand Visibility opportunity requires joining and complying with the Semrush partner program.
When will partners be able to go to market with or sell Semrush?
Today, partners should continue to go to market with Adobe products as they do today. As we are still in the early stages of business integration, Semrush products are not yet available to be sold through Adobe’s ecosystem, and partners should not position Semrush as a sellable Adobe offering or new revenue stream.
Partners may reference Semrush at a high level as part of Adobe's broader vision for AI-driven search and brand visibility. Notably, partners can highlight that Semrush AI Optimization (AIO) will be part of Adobe Brand Visibility, strengthening the GEO intelligence layer. However, any direct positioning of Semrush products is managed through the Semrush motion and partner ecosystem. Adobe partners do not receive program benefits, incentives, or credit from Adobe for Semrush-only opportunities.
More detailed guidance on partner strategy, GTM approach, and any future changes will be shared through official channels as they are finalized.
How does Adobe Brand Visibility relate to SEO?
Adobe Brand Visibility leverages select SEO signals from Semrush AIO to strengthen the GEO intelligence layer. It does not include the full set of SEO capabilities that Semrush broader platform offers.
How should I handle requests related to SEO services or support?
If a Semrush product is part of a wider Adobe opportunity including Brand Visibility, the Adobe account team will coordinate any required Semrush resources.
How does deal registration and partner credit work for Adobe Brand Visibility?
Adobe Brand Visibility follows the same deal registration process, rules, and eligibility criteria as LLM Optimizer. Partners should continue using existing workflows. Partner credit applies in line with standard Adobe partner program rules for Adobe-led offerings.
Can Adobe partners sell, register, or receive credit for Semrush products or services?
No. Semrush products and services are sold and managed through the Semrush ecosystem and are not transactable or registrable through Adobe partner programs. Adobe partners do not receive credit for Semrush opportunities unless they independently participate in the Semrush partner program, in which case participation is governed by Semrush, not Adobe.
Are there new incentives or benefits for Adobe partners related to Semrush?
There are no Semrush-specific incentives for Adobe partners today. For Brand Visibility, existing Adobe partner program rules apply. Any changes to incentives or program benefits will be communicated through formal partner program updates.
How will partner enablement content be developed and made available to partners?
Partner-facing enablement content for Semrush and Brand Visibility will be published to the Partner Experience Hub as it becomes available. This should be treated as the primary source for all partner-facing materials.
What demo assets are available to partners, and what is coming next?
As demo materials are finalized and approved, they will be published on the Partner Experience Hub. Additional assets, including more detailed walkthroughs and technical guidance, are expected closer to general availability.
Will partners have access to sandbox environments for Adobe Brand Visibility?
More information on partner access to Adobe Brand Visibility sandboxes will be shared closer to GA
Send to Caas documentation page.