Semrush highlights a major shift in digital marketing as AI search changes how brands connect with customers. Billions of clicks are now influenced by AI, creating winners and losers overnight. To guide marketers through this transformation, Semrush Enterprise introduced the AI Visibility Index, measuring brand performance across ChatGPT and Google AI Mode.
Andrew Warden, CMO of Semrush, said, “AI search is the biggest change in digital marketing since Google launched in 1998. Brands must now focus on trust, authority, and visibility, not just content scale and quality. Our AI Visibility Index uses 2,500+ real-world prompts to reveal which brands lead and how marketers can gain a competitive advantage.”
A New Standard for AI Search
The Index, powered by Semrush Enterprise’s AI Optimization tool, gives marketers an actionable view of brand visibility in AI-driven search results. Using prompts across Finance, Digital Tech, Business, Fashion, and Consumer Electronics, the tool identifies top-performing brands and explains why they succeed.
The Two Battles of AI Discovery
Marketers face dual challenges in AI search:
- The Sentiment Battle: AI models scrape reviews, forums, and social media to gauge brand mentions.
- The Authority Game: AI validates information using authoritative sources like official websites or Wikipedia.
Winning requires consistency and repeated, credible messaging.
Key Findings: AI Visibility in 2025
- Mentions ≠ Authority: Less than 20% of brands are both frequently mentioned and recognized as authoritative.
- Community Voice Dominates: AI relies heavily on user-generated content; ChatGPT favors Reddit, while Google AI Mode favors LinkedIn and Bankrate.
- Industry Variance: Strategies effective in one sector may fail in another; performance differs significantly across Finance, Digital Tech, Business, Fashion, and Consumer Electronics.
Why It Matters
The AI Visibility Index provides a roadmap for action. It explains why brands win in AI search and equips marketers with practical strategies to secure visibility, trust, and competitive advantage.
The Index is publicly accessible and includes:
- Interactive Microsite: Offers data visualizations, competitor explorers, and trend analysis. Updates occur bi-weekly.
- Comprehensive Study: A ~130-page PDF provides in-depth insights and actionable 3-day, 30-day, and 12-month plans for AI search success.
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News Source: Businesswire.com
