In an interview following her opening keynote at Adobe Summit Sydney, Adobe’s Managing Director for ANZ, Katrina Troughton, explained that businesses now need a “strategy for computers” because content is increasingly created for machines, not just human eyes. Consumers are turning to platforms such as ChatGPT, Perplexity, and other AI tools to ask detailed, back-and-forth questions before visiting a company’s website. Troughton noted that the customer journey is becoming “infinitely more complex,” with people searching across several chat platforms, double-checking information, and then visiting websites with “higher intent,” meaning “the opportunity converts even higher.” Brands now have a new audience—AI—and not every AI platform reads, ranks, or recommends information the same way. One AI system may value authority, another may prioritize clarity, and another may surface content based on how easily it can interpret a brand’s expertise, relevance, and trustworthiness. Businesses must ensure their content can be discovered, understood, and served up by AI systems shaping how people search, shop, and make decisions, moving beyond traditional SEO into a new era of AI visibility.