Semrush has unveiled a new strategic operating model called the Brand Visibility Framework during the Adobe Summit. The launch includes a two-part research report series to help marketing leaders transition to a coordinated system. This Brand Visibility Framework establishes how discoverable and authoritatively represented a brand remains across discovery surfaces. It addresses the rising influence of both human-mediated search and autonomous AI agents.
A core component of the model is Agentic Search Optimization (ASO). This new operational layer ensures a brand is selected and surfaced by AI agents.
Andrew Warden, Chief Marketing Officer at Semrush, stated: “Most marketing organizations don’t struggle with defining strategy; they struggle with making it work in a world where interconnected AI systems now shape discovery. Visibility is no longer something you achieve through isolated tactics; it must be engineered through a repeatable operating model.”
This shift is necessary as Gartner predicts a 25% drop in traditional search volume by 2026.
Bridging the Measurability and Ownership Gaps
The study highlights the existence of a crucial “Alignment Gap” in existing marketing execution. Only 15.5% of partially aligned groups can measure brand visibility, while more than 55% of fully aligned groups consider brand visibility actionable. Semrush found that 57.3% of enterprise teams describe themselves as siloed or disconnected. The Brand Visibility Framework introduces a Maturity Matrix to assess organizational readiness for AI-driven discovery.
Marketers can use the framework to move from fragmented operations to full orchestration. Semrush applied these principles internally to triple its own AI share of voice in one month.
Andrew Warden noted: “This research provides the playbook for moving from managing channels to orchestrating outcomes.”
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News Source: Businesswire.com
