What is Adobe LLM Apps?
Adobe LLM Apps lets your brand expose key actions — like product discovery, availability checks, or service bookings — directly inside AI assistants like ChatGPT or Claude. Instead of being passively mentioned in AI-generated answers, your brand can guide customers through real business flows without them ever leaving the conversation.
LLM Apps is available at experience.adobe.com/llm-apps.
What you can do with LLM Apps
- Create brand-owned LLM actions — Define the specific business flows you want to activate inside AI assistants (for example, Schedule a Test Drive, Compare Products, Book a Service).
- Build interactive LLM widgets — Create visual UI components (product cards, booking forms, store locators) managed as AEM components in your GitHub repository.
- Maintain centralized brand governance — Authors and developers retain full control over all content, copy, and visuals exposed inside the LLM platform, with approvals managed through AEM.
- Deploy to staging and production — A controlled deployment pipeline lets you test the experience in a staging environment before promoting to production.
- Control visibility at the action level — After deployment, individual actions can be toggled on or off without redeploying the entire app.
- Measure what drives decisions — Built-in analytics (powered by Adobe Customer Journey Analytics) surface action trigger counts, success rates, abandonment rates, top user prompts, and visibility scores.
Why LLM Apps matter
LLM interactions are fundamentally different from traditional search. The average ChatGPT session lasts four times longer than a traditional search session. More than 40% of consumers rely on AI tools for complex purchase decisions. Without LLM Apps, you might win the mention but lose the customer. LLM Apps ensures your brand is not just visible but actionable at the exact moment a user is ready to decide.
Key concepts
LLM App — your branded assistant that users interact with inside ChatGPT or other LLM platforms. It groups together all your actions and deploys as a single unit.
Action — a capability your app offers. For example, “Find a distributor” or “Browse products”. Each action is invoked by the LLM when the user asks a relevant question. Every action has two parts: metadata (name, description, parameters) managed in the LLM Apps UI, and a handler (your code) in GitHub.
Action handler — the code that runs when an action is invoked. It can call your APIs, fetch live data, or return static data. Handlers live in your GitHub repository at actions/<name>/index.js.
Widget — the visual response shown to the user — a card, carousel, table, or any custom UI rendered alongside the LLM’s text reply. Widgets are HTML pages hosted on an Edge Delivery Services (EDS) site.
How it works
The diagram below shows how the pieces fit together — from defining an app in the UI to seeing results live in the LLM platform.
┌─────────────────────────────────────────────────────────────┐
│ LLM Apps UI │
│ ┌──────────┐ ┌──────────┐ ┌───────────────────────┐ │
│ │ App │──▶│ Actions │──▶│ Metadata + Widget cfg │ │
│ └──────────┘ └──────────┘ └───────────┬───────────┘ │
└─────────────────────────────────────────── │ ────────────-──┘
│ deploy
▼
┌─────────────────────────────────────────────────────────────┐
│ Adobe I/O Runtime │
│ MCP Server (auto-generated) │
│ ┌───────────────┐ ┌──────────────────┐ ┌───────────────┐ │
│ │ search- │ │ get-product- │ │ find-where- │ │
│ │ products │ │ details │ │ to-buy │ │
│ └───────────────┘ └──────────────────┘ └───────────────┘ │
└──────────────────────────────┬──────────────────────────────┘
│ MCP protocol
▼
┌─────────────────────────────────────────────────────────────┐
│ ChatGPT │
│ Conversation │
│ ┌───────────────────────────────────────────────────────┐ │
│ │ EDS Widget │ │
│ │ Product carousel, store locator, detail card ... │ │
│ └───────────────────────────────────────────────────────┘ │
└─────────────────────────────────────────────────────────────┘
Prerequisites
Adobe Developer Console
You need access to the Adobe Developer Console with the Developer role (or System Admin role) in your Adobe IMS organization. Ensure your organization has access to App Builder.
To verify, go to developer.adobe.com/console. If you see the Quick Start screen, your permissions are correctly set up.
If you see a Restricted access message instead, you do not have the Developer role. Contact your IMS organization admin to request access.
GitHub
You need a GitHub account with the following permissions in your organization:
-
Create repositories — you need to create two repositories in your organization: one for the application code and one for the EDS project. To verify, go to github.com/new — if you can select your organization from the Owner dropdown, you have the permission.
-
Install GitHub Apps — you need the appropriate permissions to install a GitHub App on your organization. See Requirements to install a GitHub App.
AEM Sites with Edge Delivery Services
Action widgets are hosted on Adobe Experience Manager Edge Delivery Services (EDS). Your organization needs an AEM Sites license that includes Edge Delivery Services. You must have the Admin role in your EDS organization.
To verify, go to the EDS User Admin tool, enter your organization name, leave Site blank, and click Fetch Users. Find your account in the list and confirm it shows the admin badge.
LLM Platform (for testing)
To test your deployed app, you need a supported subscription tier that allows custom MCP apps and Developer Mode enabled. For example, ChatGPT requires a Pro, Business, or Enterprise / Edu subscription.
Get started
Choose the path that matches your situation: