19 June, 2025 BY Alba Fiorella Aviles

Adobe’s New Optimizer Redefines the Rules of AI Marketing

Adobe made waves at Cannes Lions with the launch of LLM Optimizer, its new tool integrated into Experience Cloud. Its goal is clear: to help brands gain visibility not only in traditional search engines, but also in conversational assistants and AI-powered chatbots.

Being visible on Google is no longer enough. In the new era of marketing, the key is to be the answer chosen by artificial intelligence. But Optimizer goes beyond measurement: it also provides smart, real-time recommendations to improve visibility.

What does this mean for marketing?

This shift completely redefines how we connect with users. Imagine your team receiving alerts when an AI generates responses that mention your products. Or being able to tweak your messaging in real time so that AI selects and recommends it during customer conversations — making your content more relevant and visible.

Personalization is no longer just an ideal — it becomes an automated action, powered by insights. Optimizer analyzes customer behavior, predicts intent, and adapts creatives in seconds. It connects directly with CRM data, user history, and dynamically generated AI content.

Three key impacts:

  • Real-time segmentation: Each customer receives the most relevant content for their moment — no static rules or closed segments.

  • Automated A/B testing: Creative variations are tested and optimized autonomously based on predicted performance.

  • Fewer silos, more synchronization: Marketing, sales, and analytics share a single source of data and decisions — connecting strategy with execution.

But this revolution also brings new challenges:
How do we maintain creative and ethical control in such automated processes?
How do we ensure quality, relevance, and brand consistency in every AI-generated response?

The challenge now lies in maintaining human oversight and excellence in increasingly autonomous systems.

The Hike&Foxter Challenge

To truly succeed, we must go beyond classic metrics. At Hike&Foxter, we propose an integrated approach. To stand out in this new era, brands need:

  • AI visibility audits: We analyze whether — and how — your brand appears in AI-generated answers.

  • Prompt and message optimization: We design content built to be selected by AI models.

  • New impact metrics: We track conversational impressions, contextual activations, and AI-generated responses.

At Hike&Foxter, we offer end-to-end implementation: measurement, optimization, CRM integration, and contextual analytics, so your brand doesn't just show up — it gets chosen in the AI era.

Got a specific challenge? Send us your use case and we’ll build a free proof of concept.

Schedule a meeting

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Artificial intelligence (AI) is already part of the daily life of marketing teams. Tools like ChatGPT or Gemini have become almost indispensable. However, many brands have yet to make the leap from occasional use to strategic integration of these technologies.

In this article from Hike & Foxter, we explore how to implement AI intelligently to improve processes, elevate personalization, and directly connect with business KPIs.

The Current Landscape: Are We Really Integrating AI? 

According to the report "The State of AI in Marketing" by Search Engine Journal, although 91% of marketers already use some AI tool, only a fraction have deeply integrated these solutions into their strategies. Most limit themselves to using tools like ChatGPT to generate ideas or draft content, without linking these efforts to business goals.

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Is ChatGPT Enough? What Widespread Adoption Reveals 

83% of surveyed marketers use ChatGPT as a central tool. However, the real impact is limited when not paired with other complementary solutions.

The key is tool literacy:

  • Understanding what each solution can (and can't) do

  • Knowing how they integrate with each other and platforms like CRM

  • Spotting opportunities to redesign processes, not just tasks

🔎 Useful fact: Teams with an integrated AI stack generate 3.2 times more personalized content than those who rely on a single tool.

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Recommended AI Stack: Tools by Objective

Objective Basic Tool Advanced Tool Success Metric
Content Generation ChatGPT Jasper + CRM CTR +25%
Personalization Static Templates Dynamic content + AI Conversion +40%
Predictive Analytics Google Analytics Machine Learning in CRM Lead scoring +60%

 

A solid AI stack should not only include a variety of tools but also be connected and centered around the CRM. Only then can real results be tracked.

Content Is Still King… But Needs Purpose
 

64.5% of respondents highlight content creation as the area most benefited by AI. But more content isn’t always better. The difference between noise and value lies in the strategy.

How to Create AI-Generated Content That Actually Works:

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  3. Clear editorial guidelines: with tone, voice, and consistent structure

Measurement: From Efficiency to Strategic Impact 

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Reputation and Quality Control: New Challenges 

As AI use intensifies in marketing, so do the risks: errors, misinformation, inconsistent tone. Poor implementation can damage brand reputation in minutes.

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  • Clear labeling of AI-assisted content

  • Ongoing training in “prompt literacy” and emerging tools

Teams and Talent: Evolution, Not Replacement 

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📘 AI requires new skills, not layoffs. Investing in trained talent is the best long-term strategy.

Immediate Future: SEO, Personalization, and Content Overload 

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Conclusion: Smart AI Integration Is the New Competitive Advantage 

AI is no longer optional. But effective implementation requires more than testing tools. It demands strategic vision, connection to business data, and a human team capable of guiding the process.

✅ Your next step: Evaluate your AI stack, identify gaps in CRM integration, and define new strategic KPIs.

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