Digitex Solutions

How to Keep Your Brand Alive in the Age of ChatGPT and AI Search

digitex — Thu, 24 Apr 2025 19:57:43 +0000

Opinions expressed by Entrepreneur contributors are their own.
The digital landscape is undeniably shifting, with platforms like ChatGPT attracting over 200 million weekly active users globally. This rise of LLMs is seriously changing how consumers discover and interact with brands.While traditional search certainly has its strengths and will remain a significant channel, exploring these new avenues is crucial for businesses to broaden their reach, maintain a competitive edge and connect with customers in this evolving digital world.In this article, I will delve into the pillars of staying competitive in the age of LLMs.

1. Optimize for conversational searchLLMs prioritize natural, question-based language over short, keyword-heavy queries. Speaking business, this shift calls for long-tail keywords, clear, concise answers that AI models can easily extract and structured data to help AI interpret your site. Think about how your customers actually ask questions and make content that directly answers those inquiries – thus, you’re more likely to be favored both by clients and AI.Furthermore, long-tail keywords typically face less competition, making it easier for the average website to achieve visibility. Google itself reports that 15% of all Google searches are entirely new, highlighting the demand for fresh, niche content optimized for emerging search trends.

Centime, a financial software company, optimized its content for voice search to align with how people naturally ask questions. Their “Ultimate Guide to Cash Flow Forecasting” was rewritten to directly answer conversational queries. This move proved to work well: traffic, particularly from voice searches, rose 40%, improving both SEO performance and user retention.Related: AI Is Most Likely to Replace These 3 Professions: AI Experts2. Stay relevantWhen speaking of consumer engagement in the age of LLMs, relevance is everything. Generic, mass-produced content won’t cut through the AI-driven search engines. That’s when useful, clear and deeply aligned with your audience’s needs, content becomes crucial. We speak a lot about the rising demand for personalization. The same story is happening to tailored answers when it comes to AI-generated results.Caleres, parent company of fashion brands like Sam Edelman and Veronica Beard, relaunched 13 e-commerce sites using AI-powered product search and discovery by Coveo. Such an AI-trust yielded a 23% increase in conversion rates and a 5.5% boost in revenue per visitor.

3. Build strong brand authorityIn the world of LLMs, brand authority is defined by your presence across high-quality, editorially overseen platforms. AI search engines also factor in online mentions, citations and overall brand authority when generating responses, so focus on strategic partnerships and collaborations to strengthen your backlink profile.Engage actively on social platforms like LinkedIn and Instagram to prove credibility. Invest actively in content marketing to become the go-to resource for valuable information within your industry.One off-trail solution is building a Wikipedia page. As one of the most cited sources in AI training data, Wikipedia plays a huge role in verifying your brand’s authority. A properly sourced page improves your chances of being referenced in AI-generated answers.A recent study tracking major toy brands like Fisher-Price and Melissa & Doug found that mentions on trusted media like Tinybeans significantly boosted their visibility in AI search engines. This highlights the importance of strategic digital PR and building relationships with influential publications to improve AI search rankings.

Related: AI Won’t Replace You — But an AI-Equipped Professional Will4. Keep monitoring and improvingLLMs evolve fast, just like user behavior. ChatGPT alone processes over a billion queries a day. To stay competitive, brands must track performance, keep abreast of new developments in AI search algorithms and pivot quickly, considering a multi-faceted approach combining native platform tools with specialized third-party solutions.Google Search Console and Bing Webmaster can provide insights into how your brand appears in AI-driven search features. Third-party monitoring tools like BrightEdge, Semrush and Brandwatch offer features for AI content optimization, SEO insights and performance tracking across AI-powered tools.Regularly run test customer-centric queries. Analyze how competitors are being mentioned in AI results and identify opportunities for your business. Manual checks provide the human insight that automated tools often miss.

The rise of AI search doesn’t replace traditional SEO but expands it. To stay competitive, brands must build authority and adapt across all search touchpoints, from LLMs to Google to social platforms.

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Photoshop and Lightroom Updates Improve Color Editing and Selections

digitex — Thu, 24 Apr 2025 16:33:34 +0000

At Adobe MAX London, Adobe announced new updates and improvements for its popular photo editing applications, Photoshop and Lightroom. The improvements include better selections, improved color editing, and a streamlined workflow. A new Select Details option inside Photoshop’s Object Selection tool allows users to “quickly and precisely select a person’s complex details such as hair, clothing, and facial features,” Adobe explains. Select Details promises to automatically detect and isolate traditionally challenging details in “just a few clicks.” This should save photographers and image editors significant time and energy. Select Details is available now in the Photoshop desktop app and on the web. Adjust Colors is a new tool designed to streamline color editing workflows. Adjust Colors automatically analyzes an image and identifies its most prominent colors, providing direct on-canvas control. Further, the redesigned Hue and Saturation Adjustment panel, seen in the image at the top of this article, features larger swatches and sliders, which Adobe says improves the overall user experience when modifying colors. “You can transform the look of an entire image and make selective color edits more accurately and intuitively, without having to apply various masks or adjustment layers by hand,” Adobe says.
The final addition to Photoshop arrives first in the Photoshop (beta) app today: an improved Actions panel. This new Actions functionality provides an intelligent list of suggested Actions based on the image the user is working on. However, users can also search for additional options that don’t appear automatically within the panel. “You can apply complex, multistep edits more efficiently, making it easier to perform challenging tasks, find inspiration, and accelerate your workflow,” says Adobe. The improved Actions panel is the first step in Adobe’s broader plan to fully integrate real-time agentic AI into the Creative Cloud ecosystem. When full-fledged agentic AI arrives in Photoshop, it will learn the user’s editing style over time and provide personalized recommendations, guidance, and curated education. “It’s the beginning of a more intuitive, responsive Photoshop — powered by AI, and driven by you,” Adobe promises. On the Lightroom front, there are fewer changes, but ones that should appeal to many photographers. New Landscape Masking automatically detects the elements in a landscape image, like mountains, water, and foliage, for quick masking to enable better and more precise local edits. Further, Lightroom’s Quick Actions are also better, featuring suggestions for quick, one-tap edits specific to the user’s image.  Image credits: Adobe

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Your go-to Adobe apps just got AI features that are actually worth using

digitex — Thu, 24 Apr 2025 11:58:08 +0000

Summary

Adobe Max London 2025 highlights AI upgrades across Creative Cloud.

Photoshop, Illustrator, Express, Lightroom, and Premiere Pro get smarter, faster tools to boost productivity.

New Firefly app blends Adobe’s models with partners like Google and OpenAI for all-in-one creative workflows.

The last few years have been all about AI. Companies around the world have been integrating AI into their tools left and right, making sure to hop onto the bandwagon before it’s too late. While they’re certainly not wrong for doing so, most AI features are, frankly, not worth using.
Adobe’s annual creative conference, Adobe Max London 2025, is currently underway. Similar to the one held toward the end of 2024, this year’s event is shaping up to be focused on AI-powered features. This time around, though, the AI features actually feel polished and worth using.

5 of the most useful AI features added to Adobe products

Maximize your creativity by leveraging these five AI tools in Adobe’s industry-grade apps

Photoshop, Illustrator, Express, Lightroom, and Premiere Pro get exciting upgrades

At Adobe Max London 2025, Adobe announced multiple AI-powered features across most of its Creative Cloud software.
Adobe Photoshop:

Here are the features that everyone’s favorite editing app, Photoshop, got:

Composition Reference in Text to Image ensures that any assets you generate follow the same structure and visual arrangement as the reference image you provide it with.

Select Details allows you to quickly select things like hair, facial features, and clothing in an image, instead of needing to manually outline each element with painstaking precision.

Adjust Colors lets you instantly adjust color hue, saturation, and lightness in images.

Adobe claims that the upgrades to Photoshop help “deliver a combination of greater speed, smarter suggestions, and tools for working with precise details.”
Adobe Illustrator:

Adobe Illustrator gets a speed boost as well, with its menu access becoming more responsive. The company also claims that the tool’s most popular effects are now up to five times faster. Additionally, it gets the following two Adobe Firefly-powered features:

Generative Shape Fill lets you fill shapes with realistic vector graphics.

Text to Pattern helps you create unique vector patterns by entering a descriptive prompt.

Adobe Express:

Adobe Express, which is an all-in-one content creation app, also gets a few updates I’m particularly excited about:

The Adobe Firefly-powered Generate Video tool, which allows you to create unique, commercially safe videos with a descriptive prompt.

Dynamic Animation, which lets you add “realistic motion effects” to animate static images.

Generate Similar, which you can use to create a cohesive set of images that follow the same theme, color palette, or visual style as your original.

Enhance Speech lets you remove distracting background noise from videos.

Clip Maker lets you convert long-form videos like podcasts, interviews, or demos into short, snappy clips you can share across your social platforms.

Adobe Lightroom:

Both the Adobe Lightroom mobile and desktop apps are also getting new tools for editing and sharing:

Select Landscape is a feature that helps photographers automatically detect and create masks for common landscape elements, including plants, water, sky, and more.

Quick Actions get a few upgrades, allowing you to retouch group photos with more precision and control.

Adobe Premiere Pro:

Finally, Adobe Premiere Pro gets tools that make generating, editing, and searching for footage within your videos all that much easier:

Generative Extend, a Firefly-powered feature, allows you to extend your video to add a few extra frames to cover gaps in footage and smooth out transitions. The feature was previously available in beta and is now generally available, with support for 4K and vertical video.

Media Intelligence can search terabytes of footage within seconds to help you find relevant clips.

Caption Translation allows you to translate captions in up to 27 languages!

Adobe also announced a new Firefly app, which combines Adobe’s very own Firefly models with “a choice of models from partners,” including Google and OpenAI. This way, you can do everything from content generation to image and video production to creating patterns, all within one app.
The company also announced that the Firefly Video model is now generally available through Firefly on the web, and the new Text to Vector feature, powered by the Adobe Vector model, is also now generally available.
All in all, it’s shaping up to be an exciting time for Adobe software, and I can only imagine it getting even better with time.

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Google’s AI Overviews and the Fate of the Open Web

digitex — Thu, 24 Apr 2025 11:32:06 +0000

Google’s search results are undergoing a big change. Instead of the familiar list of blue links, many users now see AI-generated summary answers – what Google calls “AI Overviews” – at the top of their search pages. Early data shows this shift is already draining clicks from websites: after AI Overviews rolled out, clicks to top-ranked sites dropped by over 34%. For the average internet user, it means getting instant answers without leaving Google. But behind that convenience lies growing unease about what this means for public access to information, the livelihoods of content creators, the future of SEO, and the balance of power over the web’s knowledge.In this analysis, I explore the broader implications of Google’s AI Overviews. How does an AI-curated answer change the way people find information? Can journalists, publishers, and other creators sustain their work when fewer readers click through? What becomes of SEO and content discoverability in a world of “zero-click” searches? And ultimately, is it healthy for a handful of AI systems to gatekeep what information we all see? These questions cut to the core of whether Google’s AI is compatible with a vibrant, open web – or quietly undermining it.From Ten Blue Links to One AnswerFor two decades, Google Search served as a gateway to a plurality of sources – the blue links offering a selection of websites for any query. AI Overviews change that paradigm by condensing information from multiple sources into a single synthesized answer at the top of the page. Google touts this as a boon for users, claiming the AI summary helps people ask more complex questions and quickly find high-quality content. Indeed, not having to click through multiple sites to assemble an answer is convenient. Complex questions that once required scouring several pages can now be answered in one go, in plain language, right on Google’s screen.However, this one-stop answer comes at the cost of breadth and context. When an AI Overview provides what looks like a definitive response, users may not feel the need to examine other sources or viewpoints. They might not even scroll down to see the traditional results anymore. This raises the stakes for accuracy – and there have been early missteps. In the beginning, Google’s AI Overview feature served up dubious or even dangerous misinformation in its responses, from suggesting people “add some glue” to pizza dough to advising they eat a small rock every day. Many users will accept an authoritative-sounding answer at face value, especially when it’s presented by Google. The public may be less aware of errors and less exposed to the nuance that multiple sources provide.There’s also a concern about the diversity of information that users see. Google’s AI summaries do include citations, but they overwhelmingly draw on a narrow set of “trusted” websites. One analysis found that over 93% of links cited in AI Overviews come from the top 10 traditional search results. In theory this focus on authoritative sources helps reduce inaccuracies (Google has noted it only shows information backed by high-ranking results. But it also means the AI is largely amplifying the usual dominant voices. Niche blogs, emerging perspectives, or minority viewpoints that might have appeared lower on page one are less likely to surface in an AI-curated answer. Public access to information could become more homogenized – highly filtered through Google’s AI criteria – rather than the open exploration the web once promised.CTR decline following introduction of AI Overviews (Ahrefs)Content Creation in a No-Click WorldThe average click-through rate (CTR) for Google’s top organic search result plummeted from about 7.3% in March 2024 to 2.6% in March 2025 after AI Overviews rolled out. Fewer clicks mean fewer readers landing on the sites that actually produce the information – a worrisome trend for anyone who earns a living by publishing content online. In the past, capturing the #1 spot on Google could flood a site with traffic. Now, even being ranked first may yield only a trickle of visitors if the AI snippet already answers the query. This decline directly undermines Google’s earlier assurances that AI answers would increase engagement with web content; at least one Google executive had argued that the new AI results could boost click-through rates. That claim, as skeptics expected, has not borne out – if anything, the opposite is happening.Multiple studies now confirm what many publishers feared: user clicks are dropping significantly when AI summaries appear. The recent analysis by Ahrefs (referenced above) found a 34.5% drop in click-through for the top organic result after AI Overviews launched. Ahrefs’ data – drawn from hundreds of thousands of searches – suggests this isn’t a minor blip but a broad pattern. Its content marketing director predicts click rates will only continue to slide as users grow more accustomed to getting answers straight from Google. And the top result isn’t the only casualty; when fewer people click the first link, the cascade effect means even fewer trickle down to the second, third, and beyond.Google’s own interface often pushes the entire list of traditional results far down the page, sometimes requiring users to scroll past a full page of AI answer and related content before organic links appear. It’s no wonder that roughly 60% of searches now end without any click-through at all.For publishers, journalists, and independent creators, this trend is sounding alarms. Their content is being scraped, summarized, and served up by Google, but fewer users are clicking through to give them the page views, ad impressions, or revenue opportunities needed to fund that content. If a site’s traffic drops by a third, its ad revenue and audience growth tend to drop in tandem. Some worry about a vicious cycle: as clicks and revenues fall, sites will have to cut back on content or put up paywalls, which in turn diminishes the freely accessible information that Google’s AI can draw upon. In extreme scenarios, AI-driven search could virtually eliminate traffic to many websites – one study found that when users get answers from a pure AI search engine (like OpenAI’s or Perplexity’s tools), referrals to news sites and blogs collapsed by 96% compared to classic Google search. Even a fraction of that impact in Google’s ecosystem would be devastating. To survive, content producers increasingly realize they might have to find new ways to align with the AI era of search.Google AI Overview (Unite AI/Alex McFarland)SEO in the Age of Generative SearchThese changes also upend the traditional playbook of search engine optimization (SEO). For years, SEO experts optimized content to rank high on Google’s result page, believing that a top ranking guarantees attention. Now, even high-ranked pages can become invisible if they’re buried under an expansive AI answer box. Marketers are observing a dramatic rise in “zero-click” searches, with Google answering queries outright on the results page.Furthermore, Google’s AI Overviews have been known to displace top-ranked links by as much as 1,500 pixels – about two full screens on desktop (and even more on mobile). In practice, this means a user might have to scroll a lot before they even see the first organic link. The fight for visibility has never been fiercer, and the old SEO formula has been thrown out the window.Unsurprisingly, businesses and publishers are racing to adapt. The goal now is not just to rank, but to be featured inside the AI answer. We’re seeing the rise of what some call “Answer Engine Optimization” – tweaking content so that Google’s AI is more likely to pick it up in its summary. Google’s system heavily favors content it deems authoritative (nearly all sources cited by AI Overviews come from the first page of results, so the traditional pillars of SEO like quality content and backlinks remain important. But beyond that, content creators are experimenting with new tactics: writing in a Q&A format, adding structured data, and explicitly answering probable user queries within their text, hoping the AI will incorporate their material. In essence, site owners are learning to appeal to Google’s AI itself. The businesses that optimize now for AI-driven results will secure their position, while those that don’t risk becoming invisible.Interestingly, if you do manage to be included as a source in an AI overview, the quality of traffic you receive might improve even as quantity falls. Early evidence suggests that visitors who click through from an AI-curated answer tend to be highly engaged. This makes sense – if the AI overview funnels a user to a specific article, it’s likely because that article squarely addresses what the user is looking for. In response to criticism that AI answers keep people on Google, the company has also started adding more direct links into the AI summaries and even integrating ads alongside them. These changes are meant to drive users to publisher websites and reassure content creators that Google’s AI isn’t a dead-end for their traffic. Still, for most publishers, the balance of power has clearly shifted: it’s Google’s AI that orchestrates discoverability, and everyone is scrambling to work within (or around) that new reality.AI Gatekeepers and the Web’s FutureThe rise of AI-generated answers raises a profound question: who controls what information the public sees? In the era of blue links, Google’s influence was enormous but it still acted mostly as an index and referee – presenting a range of sources and letting users choose. With AI Overviews, Google (and its algorithms) take on a stronger editorial role, synthesizing and filtering knowledge before the user even clicks anything. If this model becomes the norm, the company’s AI effectively becomes the gatekeeper of the open web, and other AI search tools could play a similar role. Google insists that “helping people discover content from the web remains central to our approach,” but the reality is that AI mediation gives it even more control over what gets shown, cited, or ignored. The major tech and AI providers are poised to become the primary gatekeepers of information access, setting the terms for which facts or opinions a searcher sees. For publishers and creators, reaching an audience may increasingly require appeasing those gatekeepers – conforming to the formats or guidelines that the AI favors.This consolidation of informational power has ethical and economic ramifications. On the ethical side, there’s the issue of bias and diversity: if a handful of AI systems determine the “best” answer for millions of users, there’s a risk that minority views or emerging information get systematically filtered out. Media analysts warn that this trend could concentrate influence over global information and shrink the diversity of voices, essentially placing much of the world’s knowledge curation in the hands of a few U.S. tech companies. On the economic side, AI-generated answers are built on content from the open web – content someone paid to create – yet those same answers may deprive content creators of the traffic and revenue they need to survive. It’s a paradox of value extraction: AI needs a thriving open web to feed it data, but by siphoning attention away from websites, it undermines the web’s very foundation. To further complicate matters, some AI firms have started striking deals with large publishers for direct access to their content. These licensing arrangements (often behind closed doors) could create a two-tier system where big, established outlets get compensated and prioritized in AI results, while smaller independent sites are left out in the cold. Meanwhile, web scraping by AI models has skyrocketed, indicating that AIs are gobbling up more online content than ever, even as they send proportionally less traffic back. In other words, the AI is taking more and giving less.What does all this mean for the future of the open web? There’s a real possibility that, if left unchecked, we head toward a web where quality information exists but is mostly consumed secondhand through AI intermediaries rather than directly on websites. The incentive to create could dwindle for many creators if their work rarely gets direct readership or reward. Over time, a shrinking pool of content might even degrade the quality of AI answers, since these models rely on fresh, diverse information to stay accurate. Avoiding that negative spiral will likely require conscious effort and new norms or policies. Some suggest that Google and other AI search providers may need to share a portion of ad revenues with content publishers, or tweak their AI UIs to more prominently encourage exploration of sources. Regulators, too, are paying attention – drawing parallels to past battles over how news aggregators use publisher content. At the end of the day, preserving an open, vibrant web ecosystem in the age of AI will be a collective challenge. Google’s AI Overviews represent an impressive leap in search convenience and capability, but ensuring that this innovation benefits users and content creators alike is the key. The web was built on an open exchange of information, and it’s in our best interest – as users, as creators, as a society – to make sure that exchange doesn’t become a one-way street controlled by AI. The coming years will determine whether Google’s AI-enhanced search can truly complement the open web, or whether it will slowly enclose it.Google AI Overviews (FAQs)1. How do AI Overviews differ from traditional search results?They replace blue-link lists with AI-generated summaries, reducing the need to click through to websites.2. What are the main benefits of using AI Overviews?They offer fast, synthesized answers to complex questions directly in the search results.3. How does AI Overviews impact SEO strategies?They shift focus from ranking high to being cited in AI answers, making “Answer Engine Optimization” essential.4. What types of questions are best suited for AI Overviews?Multi-part, informational, or research-style questions that require synthesis across sources.5. How does AI Overviews handle complex queries?By drawing from multiple top-ranking sources to generate simplified, conversational responses.

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What AI Search Optimization Means for Brand Strategy

digitex — Thu, 24 Apr 2025 11:32:00 +0000

The Gist AI has changed the rules of SEO. Traditional keyword-based approaches must evolve to match AI’s prioritization of context, quality, and user intent. Enter AISO: AI Search Optimization. Marketers must optimize for how AI summarizes and ranks content across evolving SERPs and conversational experiences. New playbook required. From technical audits to customer feedback loops, marketers must rethink how content is created, structured, and discovered in search. Good news…SEO is alive and well. And the bad news? Traditional SEO approaches are no longer sufficient in today’s AI-driven search landscape. Search strategy has been often approached in a singular fashion. Marketers apply keywords to webpage elements to draw people online to a website when querying those words so that conversions onsite – a registration, a software download, or an online purchase – occurs. The tactic has morphed as businesses gained more options to optimize their content for search. What was once a relatively straightforward process of keyword placement now requires a more sophisticated understanding of how AI interprets and prioritizes content in search results. To manage that sophistication marketers must consider preparing their solutions and workflow to accommodate AI. Let’s look at how marketing has arrived at this point and how marketers can best adjust their resources to the AI-based reality. How Does AI Impact SEO? When search engines arrived on the internet, marketers had to learn how to value search activity relative to brand and purchase activity. People used keywords to search for the information they wanted. Marketers used online tools to discover the aggregate search patterns that indicated potential customer interest in their products or services. Discovering ways to connect to customers from search often seemed like a digital reincarnation of panning for gold in the California gold rush era. Keywords that customers used frequently in online searches became the sought-after gold: Incorporating them into digital ads and content made brands discoverable online. The keyword inclusion connected customer interest in the subject to the brand content and consequently made the brand hosting the content a valuable go-to resource. The nature of that keyword-brand relationship remains so today. Why Traditional SEO No Longer Works Alone But that relationship has been treated strategically as a relatively linear one. The number of keyword placements within a site’s HTML elements correlated with the visibility a site receives in search results. Now, AI has fundamentally changed this equation by prioritizing context, user intent and content quality over simple keyword density. Until recently there has been AI added to certain aspects of SERP features, such as Google’s AI Overview. AI Overview was designed to provide a summary of SERP results at the top. The preview does not replace the standard complement of highlights and links on the SERP.Related Article: AI Took My Readers: Inside a Publisher’s Traffic Collapse What Is AI Search Optimization (AISO) Adding AI to search – which has been nicknamed AI Search Optimization or AISO – has been the expected next-level evolution of search and SEO. The iterations of AI search emerging this year reflect that promise. AI solutions, such as Gemini and the latest version of Claude, added the capability to search online and incorporate search results into their answers. The online search capability means AI prompt responses will be even more relevant than answers constructed from the training data established for a given AI solution version. A crucial benefit of AI is its capacity to summarize complex information quickly. The capacity is helpful with query results. Initial AI adoption has focused on an auxiliary role in supporting traditional SEO efforts, but this is rapidly evolving. How AISO Is Reshaping Search Behavior Because the marketplace has invested heavily in search, marketers should expect more evolutionary steps for search engines to blend with AI. Google, for example, plans to expand the capacity of AI Overview. In March, it announced an experimental interactive AI Overview feature called AI Mode. AI Mode allows search users to engage with web search in a chat-like manner. The interactions expand search capability with multimodal media being interpreted and with back-and-forth exploration of long-tail queries. This increases the accuracy of the search results. Because Gemini relies on Google for its online queries, Gemini gains as well. As the evolution continues, marketers will find how much AI has changed fundamental search strategies. Search engines like Google and Bing are increasingly using AI to understand search content more holistically, summarizing the additional factors to keywords such as relevance, authority, and user experience. Yet it is AI’s ability to summarize link and page information within its natural language response that is considered super valuable. Moreover, its capacity for such summaries has improved rapidly. AI-powered search engines are now capable of analyzing backlinks more effectively, identifying high-quality opportunities, and streamlining the inspection of off-page SEO elements. Thus marketers can conduct faster technical website audits by eliminating any guesswork in link management. Traditional SEO vs. AI Search Optimization (AISO) Editor’s note: This table summarizes the key differences between traditional search engine optimization and AI-powered search strategies (AISO), based how AI is reshaping search behavior, ranking factors and optimization best practices. AspectTraditional SEOAI Search Optimization (AISO)Core FocusKeyword density, backlinks and metadata optimization.Context, user intent, AI summaries and overall content quality.Search BehaviorRelies on linear search queries and static SERP formats.Interactive, multimodal, conversational queries (e.g., AI Mode).Content StrategyOptimized for targeted keywords and on-page HTML elements.Optimized for summaries, featured snippets, voice search and user-centric answers.Keyword UsageFocused on high-volume keywords based on search trends.Contextual terms aligned with real-time user intent and AI query matching.Content PerformanceMeasured by traffic volume, clicks and backlinks.Includes AI-driven summaries, time-to-answer and relevance in conversational flows.Technical SEOManual audits for broken links, tags and site structure.AI tools conduct continuous, automated audits and highlight optimization opportunities.Content Volume vs. QualityOften prioritizes publishing frequency and keyword presence.Prioritizes depth, trustworthiness and alignment with AI-assessed relevance.Customer InputRarely involves direct customer feedback loops on keyword/content strategy.Customer feedback helps refine keyword choices and signal relevance to AI systems.Optimization ToolsGoogle Search Console, SEMrush, Ahrefs, etc.AI-enhanced tools for content gap analysis, SERP simulation and prompt optimization. 5 Steps to Get Your Search House in Order So with all this AI-influenced change in the marketplace, what should marketing managers do? Here are a few ideas for planning trouble-free AI adoption into search strategies. 1. Assess Your Current Search Status as a Data Quality Check One place marketers can start is by conducting a comprehensive audit of the existing content and SEO performance. AI tools can help identify technical issues, evaluate content quality and analyze backlink profiles more efficiently than traditional methods. This assessment provides a baseline for improvement and highlights areas that require immediate attention. Marketers should use AI-powered SEO tools to evaluate how the content aligns with user intent rather than just keyword presence. They should look for topic gaps in the content strategy where AI-enhanced search may potentially ignore a brand’s content.Learning OpportunitiesView all2. Prioritize High-Quality, Relevant Content Over Volume With AI prioritizing content quality and relevance, content planners should focus on creating comprehensive, authoritative topics that thoroughly address user queries rather than producing large volumes of thin content. AI search engines are increasingly capable of distinguishing between superficial keyword-stuffed content and genuinely valuable resources. The content must demonstrate expertise, authority and trustworthiness to appeal to both human readers and AI algorithms. This means marketers are constantly investing in detailed research, incorporating original insights, and ensuring factual accuracy throughout the content.3. Establish a Customer Feedback Loop on Keyword Choices AI has transformed how keywords are understood and utilized in the search. Rather than selecting keywords based solely on search volume, marketers should use AI tools to identify terms that align with user intent and search context. Involve the customer audience and other stakeholders in this process to ensure that genuine needs and preferences are addressed. Marketers should establish ways to collect and analyze user feedback on content and search performance. The information will help refine keyword and content strategies, allowing easier adaption to evolving search behaviors and AI algorithm updates.4. Embrace AI-Powered Content Optimization and Technical SEO Selected AI tools should enhance both content creation and technical SEO efforts. AI can help identify content opportunities, suggest improvements to existing content and automate routine optimization tasks, freeing up the marketing team to focus on strategy and creativity. The choices marketers will often make also include implementing AI-driven tools for continuous monitoring of website performance. The tools should automatically highlight technical issues as well as optimization opportunities. This proactive approach ensures a brand’s site maintains optimal performance in search results even as AI algorithms evolve.5. Develop a Comprehensive AI Search Optimization Strategy Marketers should embrace AI Search Optimization (AISO) as an opportunity to apply holistic approaches to search behavior assessed within analytic tools. This means optimizing not just for keywords but for the entire search experience, including AI-generated summaries, featured snippets and voice search results. Create content that is specifically designed to perform well in AI-enhanced search environments, focusing on providing clear, concise answers to common questions while still offering depth and value for users who want more comprehensive information. The marketplace transition to AISO is not perfect. Many SEO experts caution that AI-crafted search summaries can potentially reduce the number of clicks to publisher sites and further promote an online zero-click ecosystem in which sites see fewer visitors from search queries. The introduction of AI Mode indicates how current search players like Google, which continues to hold the largest share of search activity, are seeking a middle ground that advances SEO while addressing concerns. The Future of AI Search Is Now The integration of AI into search has fundamentally changed how users find and interact with content online. Organizations that adapt quickly to this new reality will gain a significant competitive advantage, while those that cling to outdated SEO practices risk becoming increasingly invisible in search results. By following these five steps, marketing managers will gain effective search strategies while navigating an AI-dominated landscape. The key is to view AI not as a threat to SEO but as an opportunity to create better, more relevant content that truly serves user needs – ultimately driving more valuable organic traffic and conversions. The future of search belongs to organizations that embrace AI as a partner in their optimization efforts, using machine learning insights to inform human creativity and strategic thinking. Those who get their search house in order now will be well-positioned to thrive in the evolving digital ecosystem. Core Questions that Marketers Should Ask About Search and AI Editor’s note: Here’s a summary of two core questions about what marketers should know about search and AI.How should I keep up with the AI relative to SEO? The news regarding AI features has been arriving at a daily pace since the launch of ChatGPT. Given that the latest AI solutions can incorporate search results into prompt responses, marketers should take time to assess those features alongside search news to evaluate how search strategies for their brands should be altered.How will my SEO strategy change? Like all search optimization strategies, evolution is expected. The strategy will move beyond keyword phrases to incorporate imaginations of what texts and quotes will likely be picked up by AISO. Learn how you can join our contributor community.

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Digital Silk Breaks Down Google’s AI Overviews & the Future of SEO

digitex — Thu, 24 Apr 2025 11:31:52 +0000

Digital Silk, a top U.S. digital marketing agency specializing in web and SEO strategy, is closely examining the implications of Google’s expanded AI Overviews for businesses aiming to maintain strong website visibility in organic search.
As Google’s AI-generated summaries begin rolling out more broadly across U.S. search results, the digital landscape is quickly shifting. These AI Overviews often provide immediate, conversational answers above traditional listings, which could significantly alter user behavior and the value of page-one rankings.
“The rise of AI Overviews means U.S. brands can no longer rely on conventional SEO tactics. Authority, structured data and AI-aligned content are now mission-critical,” said Roland Kettle, SEO Director at Digital Silk.
Key Takeaways from Digital Silk’s SEO Team:

Click-Through Rates Are EvolvingInformational queries — particularly “how-to” and question-based searches — are seeing fewer clicks to individual websites as users get quick answers from AI-generated summaries.
Content That Mirrors User Intent WinsAI Overviews prioritize content that directly answers user questions in clear, conversational language. Brands must pivot toward creating topic clusters and FAQ-style content that anticipates user needs.
Schema Markup and Technical SEO Matter More Than EverWebsites with clean backend architecture, robust structured data, and mobile-first performance are more likely to be cited by Google’s AI systems — whether directly in overviews or via linked sources.
E-E-A-T Is Still CentralGoogle continues to value Expertise, Experience, Authoritativeness, and Trustworthiness. U.S. businesses need to reinforce their digital credibility through updated author bios, high-quality backlinks, and up-to-date content.
Not All Traffic Is Lost — But It’s ChangingWhile AI Overviews may reduce traffic to certain content types, they may also create new opportunities. For example, branded queries, product searches, and local intent terms still favor direct site visits.

What U.S. Businesses Should Do Now
Digital Silk recommends immediate SEO audits, a refresh of content strategy to match conversational search trends, and implementation of technical enhancements such as schema markup and page speed optimization. Staying competitive will require agility as Google continues to evolve its AI-driven ecosystem.
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How to Use AI for SEO: Automating Content Creation and Optimization

digitex — Thu, 24 Apr 2025 11:31:35 +0000

Introduction: AI’s Growing Role in SEOAccording to a survey conducted by SEO Clarity, 83% of SEO experts from companies with 200+ employees reported that they saw an improvement in SEO performance once they incorporated AI into their SEO strategy.In fact, 82% of enterprises plan to invest more in AI in 2025, and it is clear that AI is the next step towards automation and content optimization.SEO-dependent businesses are now finding themselves battling on a new ground, and the stakes have never been this high. Strategies such as simple keyword optimization have long been left behind in the dust and most advancements in SEO since then are also on their way to becoming obsolete. The new aged digital marketing agencies who provide SEO services will have to be updated to include AI tools in their portfolio instead of simply being content marketing services.One such digital marketing agency, Techmagnate, is a leader in AI SEO services, and the Founder & CEO of Techmagnate, Sarvesh Bagla, aptly states, “AI is transforming SEO from a tactical game of keywords to a strategic approach that understands user intent, anticipates search behavior, and delivers highly personalized results. To stay ahead, businesses must leverage AI to enhance their SEO, not just optimize for it.Moving forward, SEO and search marketing success is now going to be found in the trenches of AI’s potential and understanding how to navigate the ground reality and business goals accordingly.Why AI in SEO?AI eliminates manual guesswork in SEO strategy.It analyzes large datasets in seconds.AI-powered automation ensures content optimization and ranking improvements at scale.It is evident that AI-driven SEO tools are now helping businesses enhance their digital presence, increase their organic traffic, and improve search rankings efficiently.But in order to understand how to use AI for SEO, it is important to understand the benefits it can provide for all SEO related tasks first.AI for Keyword Research & Intent OptimizationAI has transformed keyword research and intent optimization by allowing for more advanced analysis of search intent and offering practical insights for content enhancement.Here’s how AI-driven tools like Surfer SEO, Clearscope, and SEMrush AI utilize AI to enhance keyword research and intent optimization:1. Understanding Search IntentSearch intent refers to the reason behind a user’s query. AI tools assess search intent by classifying queries into:Informational intent: Users looking for information (“What is the capital of India?”).Navigational intent: Users searching for a specific website or page (“Instagram login”).Transactional intent: Users prepared to take action or make a purchase (“Buy laptop”).Commercial intent: Users comparing products or services (e.g., “Best vacuum cleaner 2025”).This search intent is analyzed using:Natural Language Processing (NLP) to understand the context and meaning behind search queries.User behavior data to analyze click-through rates, bounce rates, and time spent on pages to infer intent.Content analysis of top-ranking pages to identify patterns in content structure, tone, and keywords.Example: If you search for “how to bake a cake,” AI tools recognize the informational intent and suggest keywords like “easy cake recipes” or “step-by-step cake baking guide.”2. Suggesting High-Ranking KeywordsAI-powered tools utilize machine learning algorithms to sift through extensive data from search engines, competitor sites, and user interactions to recommend keywords that rank well.How AI Tools Suggest KeywordsKeyword Clustering: AI organizes related keywords by their semantic relevance and user intent.LSI Keywords (Latent Semantic Indexing): AI identifies related terms to the main keyword, enhancing content relevance.Search Volume and Difficulty Analysis: AI assesses the search volume and competition for keywords to suggest impactful and attainable options.Example: If your primary keyword is “Weight loss tips,” AI tools may propose LSI keywords such as “Healthy eating habits,” “Cardio workouts,” or “hydration tips.”3. Content OptimizationAI tools offer suggestions to enhance content for search intent and boost rankings. They analyze the best-performing pages and recommend ways to improve your content.How AI Tools Optimize ContentContent Length: AI recommends an ideal word count based on the top-ranking pages.Keyword Density: AI advises on the optimal frequency for keywords and LSI keywords.Readability: AI assesses sentence structure, headings, and overall readability.Semantic Analysis: AI ensures your content matches the search intent by examining related terms and phrases.Example: Surfer SEO might recommend including related terms such as “email automation” or “email campaign metrics” to the topic “Email marketing tips” to enhance relevance.Examples of AI-Powered Tools in ActionSurfer SEO: Analyzes search engine results pages (SERPs) to recommend keywords that have a strong potential for high rankings.It also offers real-time suggestions for optimizing content, including how to use keywords, structure headings, and determine content length.Clearscope: Employs AI to understand the search intent behind keywords, suggests related terms, and evaluates your content’s relevance to the target keyword while providing optimization advice.SEMrush AI: Recommends long-tail and LSI keywords based on search intent and highlights trending topics and questions associated with your keyword.4. Internal Linking and LSI KeywordsAI-powered tools also enhance internal linking by suggesting relevant anchor text and linking opportunities based on LSI keywords. This is where SEO services become crucial, as businesses can use AI to simplify the linking process, strengthen site structure, and improve overall user experience.How AI Enhances Internal LinkingIt identifies semantically related terms (LSI keywords) to establish contextually relevant internal links.It recommends anchor text that matches search intent and enhances user experience.For instance, if you’re on a page for “Beginner’s guide to investing,” AI might suggest linking to a related article with anchor text like “best investment strategies” or “how to choose a stockbroker.”If you are struggling to utilize these tools, you can use the services of SEO companies like Techmagnate to create content that meets user intent, achieves higher rankings in search engines, and attracts more organic traffic.AI-Powered Content Creation: Writing Smarter, Faster, and BetterAI-driven content generation tools are revolutionizing SEO content writing by enabling businesses to create high-quality, engaging, and optimized content at scale.These tools help generate blog posts, meta descriptions, product pages, and even ad copy in a matter of minutes, saving time and resources while maintaining consistency and relevance.By leveraging advanced NLP and machine learning algorithms, these tools can adapt to a brand’s tone, style, and target audience, ensuring the content aligns with business goals and SEO strategies. Many businesses are also turning to content marketing services to integrate these tools into a comprehensive content strategy that maximizes engagement and conversions.Best AI Content Writing ToolsJasper: Known for producing high-quality AI-generated content, Jasper excels at maintaining a brand’s tone and voice while creating SEO-friendly articles, social media posts, and more.Writesonic: This tool is ideal for generating blog posts, ads, and product descriptions quickly, making it a favorite among marketers and e-commerce businesses.MarketMuse: Beyond content creation, MarketMuse analyzes competitors and suggests content improvements, helping businesses create data-driven, optimized content that outperforms competitors.Pro TipAI-generated content must be fact-checked to ensure accuracy and prevent misinformation.AI for On-Page SEO: Smart Metadata, Headings & Internal LinkingAI enhances on-page SEO by automating the creation of metadata, optimizing headings, and improving internal linking for superior performance. Key advantages include:Automated Title Tags & Meta Descriptions: Tools such as SEMrush AI produce SEO-friendly metadata that can increase click-through rates.Heading Optimization: AI provides suggestions for SEO-optimized H1s, H2s, and H3s, which boosts readability and keyword relevance.Internal Linking: There are many other tools that offer recommendations for relevant pages to link internally, which strengthens site structure and SEO.Pair the efficiency of AI with human oversight to ensure that content reflects the brand’s voice and meets user intent, thereby maximizing SEO outcomes while preserving quality.AI and Technical SEO: Optimizing Site Performance & SpeedAI-driven tools like Diib and WordLift are revolutionizing technical SEO by simplifying site audits and improving performance.For instance, a website facing issues with slow loading times and poor mobile usability can utilize AI tools to identify specific issues, such as unoptimized images or excessive JavaScript, and provides actionable recommendations to improve page speed.Basically, AI-driven technical SEO solutions streamline site audits and enhance performance through:AI-powered Core Web Vitals analysis: Tools such as Diib and WordLift evaluate page speed and mobile-friendliness.Schema Markup Implementation: AI tools facilitate the automation of structured data to boost search visibility.Mobile Optimization: AI-driven testing guarantees mobile-friendliness and quick-loading pages.AI-Driven Link Building: Smarter Outreach & Authority BuildingAI-powered tools are revolutionizing link-building strategies by making the process faster, smarter, and more effective.If you are looking to build backlinks, AI powered tools can help you to analyze competitor backlink profiles, and identify high-authority websites that have linked to similar content.AI simplifies the process of acquiring backlinks by:Identifying high-quality backlink opportunities.Analyzing competitor backlinks.Automating outreach emails via AI-powered email personalization that enhance response rates.AI for SEO Performance Tracking & Rank MonitoringAI tools simplify SEO performance tracking by providing real-time insights.For example, an e-commerce site can use these tools to monitor keyword rankings for high competition keywords like “best running shoes 2025.” The tool will track daily fluctuations, identify drops in rankings, and suggest optimizations like improving meta descriptions or adding internal links.Simultaneously, it will analyze user engagement metrics, such as bounce rate and session duration, to highlight pages needing improvement.This real-time monitoring ensures the site stays competitive and adapts quickly to algorithm changes. AI provides real-time SEO monitoring by tracking:Keyword rankings and fluctuations in organic traffic.User engagement metrics such as bounce rate and session duration.Competitor performance and changes in SERP.Why Businesses Must Leverage AI for SEO TodayAI has been transforming the SEO industry for a while now. For businesses, this presents both a challenge and an opportunity.According to Forbes Advisor, AI-powered tools save up to 50% of time spent on data analysis and interpretation. Partnering with a digital marketing agency that embraces AI-driven strategies can help companies not only remain relevant but also secure a competitive advantage.The takeaway? AI isn’t meant to replace traditional SEO; it’s designed to improve it. The essential step is to begin experimenting, keep yourself updated, and consistently focus on providing value to your audience.Disclaimer: This article is part of sponsored content programme. The Tribune is not responsible for the content including the data in the text and has no role in its selection.

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Adobe’s new AI agent can show you how to use Photoshop

digitex — Thu, 24 Apr 2025 11:23:50 +0000

If you’re a frequent Photoshop user, there’s a good chance you’ve run into this scenario. You open the program after a long break to edit an image, but this being Photoshop we’re talking about, there are about five different ways to complete the task before you and you can’t quite remember the way you learned to do it. Adobe is trying to make it easier to use its flagship app with the introduction of a built-in AI agent that can navigate Photoshop and complete tasks for users. At its Adobe Max London event today, the company demoed this agent, showing how it can automate multi-step workflows.Users can access the tool from the redesigned Actions panel. If you’ve used an AI chat bot before, the interface will be familiar. There’s a text box for users to input what they want the agent to do for them, with a list of suggested prompts above. Once you hit enter, the tool will display all the steps needed to complete your request, allowing you to follow along as it does the work for you. Judging by the demos Adobe shared with press before the event, the agent can complete nearly any task you might turn to Photoshop to do. In one example, the tool first applies a color gradient to text, and then does the same for the background behind it. AdobeAt the same event, Adobe showed off a new version of its Firefly app, which brings together all of the company’s AI image, video, audio and vector generation tools in one easy to find place. The redesigned Firefly is available to use on the web today, with Android and iOS apps coming soon. Additionally, each part of the app is powered by new underlying models that offer better performance.With image generation, for instance, Adobe is offering two new in-house systems, the imaginatively named Firefly Image Model 4 and Firefly Image Model 4 Ultra. Of the former, the company says it can produce 2K resolution images, making it possible to print what the model generates. Adobe claims both systems offer best-in-class human rendering. All of Adobe’s own models are commercially safe, meaning they weren’t trained on copyrighted material, and creative professionals can feel safe using them.”By unifying image, video, audio and vector generation and providing unmatched creative control, Firefly empowers creative professionals to work more productively and with an unmatched degree of precision,” Adobe said. “Seamlessly integrated with Photoshop, Premiere Pro, Express and Adobe’s other creative applications, it offers AI-powered assistance throughout every stage of the content creation process – from ideation through production.” AdobeIf Adobe’s models aren’t thing, the company is also — for the first time — offering third-party models directly within the Firefly app. With today’s announcement, some of the more notable options include Google’s Imagen 3 and Veo 2 models, as well as ChatGPT image generation, with more to come later. As part of Adobe’s agreements with Google, OpenAI and other model providers, those companies have agreed to not use data from Adobe users for training their future AI systems.

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Just announced! These are all the new Photoshop tools you need to know about

digitex — Thu, 24 Apr 2025 11:23:41 +0000

Adobe MAX London is underway and that means Photoshop news. Each Photoshop update introduces new tools and workflow improvements, which is what’s kept the software up there are the top of our lists of the best photo editing software, of course.Many recent updates have focused on AI, and today’s is no exception. New generative AI tools powered by Adobe Firefly include composition reference, while it’s now easier to select details and adjust colours. Let’s dive in and see what’s new.Photoshop update: what’s newComposition Reference(Image credit: Adobe)First up, Composition Reference in Text-to-Image builds on Structure Reference for AI image generation with more compositional control.

AI agents are an opportunity to rethink creativity: Adobe’s Govind Balakrishnan

digitex — Thu, 24 Apr 2025 11:23:26 +0000

While the generative artificial intelligence (AI) battles continue in earnest, headlined by the likes of OpenAI, Google and others with the definitive leaps they make with new models, there is one focused AI product that continues to deliver within a focused set of apps. Adobe’s Firefly models, which can be further segregated depending on images, vectors or videos, have clocked more than 22 billion asset generations. The new Image Model 4 and Image Model 4 Ultra will underline Adobe’s AI efforts across apps including Express and Photoshop. At this year’s Adobe Max London conference, the company has detailed plans for general availability of Firefly Video models addition of non-Adobe models (GPT image generation, Google Imagen 3 and Veo 2, Flux) as choice for creators, an upcoming Firefly app for smartphones, and significant upgrades across Photoshop, Illustrator, Lightroom, Premiere Pro and InDesign. PREMIUM The versatile Adobe Express platform is adding significant new functionality too. (Official photo) The versatile Adobe Express platform is adding significant new functionality too, as it competes with the likes of Canva as well as a number of AI-based tools that have become proficient at replicating some of Express’ functionality. The new additions add video generation, enhancing speech to remove background noise, animation for objects in static designs and an AI clip maker that creates shorter duration clips from a larger video, optimised for social media sharing. Adobe is taking forward steps with AI Agents, across Photoshop and Premiere Pro. Also Read:Agentic AI: Next big leap in workplace automation On the sidelines, Govind Balakrishnan, senior vice president for Express Product Group & Digital Media Services at Adobe, spoke with HT from London, and detailed India’s importance as a market for Adobe Express, how important it is to leverage Firefly amidst stiffer competition, if Adobe Express’ perceived value proposition has changed with time and the excitement around AI Agents (Adobe has detailed plans to bring agentic AI to Express). Edited excerpts. Adobe Express has come a long way since the big revamp in 2021. Did Adobe, at that time, envision such a thick AI layer to envelope Express over time, and is Adobe Express today exactly as you’d thought of it then? The benefit of starting with a complete free platform is that we have an ability to think holistically about where we think the product should go, and we obviously have the advantage that we were beginning to see what was happening in the industry around us, including advancements that were happening in AI and more. Importantly, even the advancements happening in generative AI. One of the key tenets that we wanted to hold true to was that we would provide recommendations, that is we would not put the burden entirely on users to figure out what to do and when to do it. From the beginning, we architected the product in a way that we could provide font recommendations. We give our users access to more than 30, 000 fonts now, but that doesn’t help if you can’t figure out how to pick the right one. Look at the content, context, and we make some recommendations. Similarly, we are also making colour, stock assets and other recommendations. Users don’t have to go searching for these pieces of content. Then along came generative AI. We were still in the middle of building the product when generative AI started taking off as much as it did. Adobe has deep experience in generative AI base, and how we got Firefly to where it is today. But since we were building the product, we didn’t have to bolt it all as an afterthought. We have actually seamlessly and contextually integrated it with the workflows in the journey. While you’re creating, just add something as simple as video generation, that we just did. Now, it’s not something you start with. You actually start with your intent. You can start with video generation if you choose to, but the more natural way is, you’re now creating a Instagram reel for instance and as part of that, you’re putting some clips together. Now, you need a five second clip that is a filler potentially? So, in that workflow, in that context, we give you the ability to generate video. It’s that integration seamless integration as part of your workplace that has been a big advantage for us. Also Read: Video Gen AI battles begin, as Adobe releases Firefly Video model into the world Did we expect the product to be what it is today? I would say, not necessarily. I take pride in is the fact that the product has evolved based on what we are seeing and how we’re seeing our customers use the product. So, rather than us sort of saying, you know, this is exactly what the product should be, and this is how all the workflows and experiences should be, we have chosen to morph, adjust and build the product based on what we hear from our community and our users How pivotal has Firefly been to Express, as it has been to the likes of Photoshop and Premiere Pro for instance, and does that need to be Adobe’s AI trump card considering the AI ecosystem is creating focused alternative after alternative at a rapid pace? I would say yes, and for a few reasons. We have essentially created the creative category, and we have more experience and expertise in the creative space than any other company in the world. Our researchers have been hard at work for many years, making sure they build the models that are best in class. There will be pointed solutions that will come and obviously challenge us, which is great. But if you look at it holistically, I would say that our ability to deliver the best results is real and is something that we are investing in and stay ahead of everyone else. What then differentiates our Firefly models is that what we have built is safe for commercial use. We have trained these models with data that we have access to and essentially what we have done is, regardless of whether you’re a student, a solo planner or someone in a business, we have given you the ability to leverage generative AI capabilities and use it for your creative work without being concerned about your IP infringement of any kind. That’s the other one that we have held through to. Also Read: We aren’t building AI models for the sake of it: Adobe’s Deepa Subramaniam The third piece to this is that because we have built the tools that work on content. We have been able to bridge those solutions together and make those available through these seamless, contextually relevant touch points. The integration works better unlike a point solution that can be used to generate a stunning image. The questions, what do you do with that image? The image is not an end to itself, and you generally have to do something with the image. Perhaps put it into a poster, into a birthday card, or a social media campaign. We can now make all of that available to one single tool that gets you to start from an intent, use generative AI wherever your design, and then take it out with the flexibility across social media to banners to flyers. Users now have an end-to-end solution that only Adobe can provide right now. It’s a matter of plugging these pieces together and obviously continuing to make sure we deliver the highest quality delivered safely. Do the contours of perceived value proposition for Adobe Express change with time, and surely that ties in with what the consumer and business audiences are looking for? For consumers, in general, their primary goal is to get started with an intent as soon as possible. We give them the ability to either start with a template, their own content, or generate their own images or videos. You can essentially enter a prompt to generate a design, modify it and get to desired outcomes. As part of that journey, users are able to use our generative AI in a meaningful way. When I say generated, it relates to image generation, video generation, text effects and an ability to create captions for social content. With Enterprises, we are seeing a significant traction, and adoption, for generative AI in particular. That is given the quality of what’s created or generated, but more interestingly, also because whatever we generate for commercial use is proving to be something that a large number of enterprises care about and value. The fact that it’s safe for commercial use, and it’s the confidence that there is no IP infringement. Those are the two things that go hand in hand as it plays to the value proposition that we are offering with generative AI to enterprise customers. Also Read: Our AI innovation undergoes careful evaluation and diligence: Adobe’s Grace Yee AI agents are now very much part of the conversation for businesses, and perhaps in due course, for consumers too. What is Adobe’s vision for agentic AI in Adobe Express and what shall form the core of this evolution? This is an area once again that I get very excited about and often tell my team in the context of the advancements that we are seeing, and the tools that we have in our toolbox, are AI agents, now really a path to, or a way to interact with these applications. The opportunity that we have is to essentially reimagine and rethink creativity. This next wave, with the capabilities that are available and with the direction that we are headed in, we’re seeing just the tip of where we want to go. As we deliver on that vision, we think a user will now have the ability to essentially interact with the application, purely using prompt based interaction models. It can be conversational or input text based and a user will no longer have to take the time and energy to essentially learn a tool like Adobe Express to get work done. Think of it as the ability to bring what’s in your mind’s eye, to a digital service. No need to learn a tool to do that. What makes us even more magical though is that even as a user goes through that process, is the granular control to get to your desired outcome. The tools that we have in a product like Adobe Express are still available and a user can very seamlessly go from interacting using prompts to actually going into the tool and making the tweaks and adjustments manually. Users are not giving up on control by adopting, but enhancing an ability to start using these interfaces and capabilities to then get to the desired outcome as well as possible. Also Read: Video Gen AI battles begin, as Adobe releases Firefly Video model into the world Please tell us about India as a market for Adobe Express. What are users here demanding, and does that feedback and research help build for the rest of the world? India is one of the most unique markets in the world, through diversity and its dynamic nature. I strongly believe that it is one of our biggest growth areas as we look ahead, not just for Adobe Express, but more holistically for Adobe. Given how creative the Indian population is, India presents a huge opportunity. One of our biggest challenges previously was that we did not have the tools and applications that could lower the barrier to entry. To address the broad base of users in India, Adobe Express is bringing all these capabilities together and we believe we have lowered the barrier to entry sufficiently enough for us to have lots of viable and exciting offerings for India. We are going to invest heavily, and even based on investments and the advancements we have made, we are seeing a 3x increase in the number of Adobe Express users in India over the past 12 months. We expect that number to continue to grow. Our focus is on investing in making sure that we have the right content for the Indian market, be it templates, stock images, or forms. We are doing everything we can to increase the breadth of content that we have available for users in India. In parallel, we are also trying to build solutions such as an AI assistant and agent solutions that don’t necessarily rely on templates and content — a user simply explains what they want to do, and generate the right content. We will also add support for additional languages. We recently added a few additional languages in terms of localisation of the UI itself, but beyond that, we are making it so that users can translate content into as many as 15 Indian languages. Adobe is also partnering with educational institutions and the education industry at large, the Ministry of Education and we have a number of compelling partnerships in the works. There is a big opportunity in education for kids and students in schools and educational institutions to use Express for their learning and creative work. If we put it all together, it is a big opportunity for us in India. It is a priority and we intend to stay focused.

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