Are you tired yet of hearing about companies that help marketers optimize content for AI search engines? Then you might appreciate that this announcement from Siteimprove is only partially about that. They’ve just launched a posse of agents that deal with accessibility compliance, provide insights into content performance, guide content creation (and write drafts), orchestrate content workflows, and, yes, optimize content for human and AI search consumption.

“Hidden buyers” is a polite term for people, such as IT, finance, and legal staff, who don’t use a system but are still involved in the selection process. Business users would often offer a more colorful description when those people slow the purchase process or disagree about which vendor to select. This LinkedIn study for Edelman confirms what those business users suspect: hidden buyers care less about reliability and technical details of a system than vendor vision, insights, and attractive marketing.

It barely feels like news when industry giants add AI features, since that’s what they’re expected to do. But lots of people use their products, so their announcements are probably of higher interest than most. With that in mind, let’s note that Adobe has just announced general availability of agents for audience creation, journey orchestration, experimentation, journey insights, website optimization and agent support.