Semrush unveiled its Brand Visibility Framework at the Adobe Summit in Las Vegas, introducing “Agentic Search Optimisation.” This framework aims to measure brand presence across AI-generated answers, traditional search, and autonomous AI agents using data from 213 million large language model prompts. Semrush’s new framework addresses a significant issue: a 61% drop in organic click-through rates for queries with AI Overviews, and 62% of brands remain invisible to generative AI. Concurrently, the company has observed an 850% growth in its AI product revenue, reaching $38 million ARR, as Semrush awaits the completion of a $1.9 billion acquisition by Adobe.
This acquisition aligns strategically with Adobe’s marketing stack as AI reshapes brand visibility. Notably, Gartner projects a 25% decline in traditional search volume by 2026 due to AI chatbots and virtual agents. Zero-click searches now account for 69% of all queries, with AI-driven traffic converting at a 14.2% rate, significantly higher than traditional searches but offering less overall traffic and brand control.
Semrush’s framework highlights the disconnect between SEO investments and visibility in AI models. While 94% of brands invest in SEO, 62% lack visibility in generative AI, with only 8-12% overlap in AI-generated answers versus traditional search results. The framework, structured as a two-part research series, outlines a Brand Visibility Operating Model and a strategic approach for navigating AI search landscapes.
Agentic Search Optimisation, distinct from traditional SEO, emphasizes AI’s role in evaluating brand relevance and authority. Unlike search engines, AI systems synthesize responses without ranking, shifting the focus from conventional SEO strategies.
Semrush’s AI Visibility Index, initiated in October 2025, tracks brand mentions and engagement across platforms like ChatGPT, Google AI Mode, Perplexity, and Gemini, utilizing a database of 213 million LLM prompts. In fiscal 2025, Semrush reported $443.6 million in revenue, an 18% year-over-year increase, with AI product revenue growing substantially.
The ongoing Adobe acquisition adds strategic value, integrating Semrush as a visibility layer within Adobe’s marketing cloud. Semrush aims to transform from an SEO toolkit into a comprehensive brand visibility platform, highlighted by Bill Wagner, the CEO since March 2025.
Industry peers like Ahrefs and Moz are adapting to AI search changes, launching new AI-centric features. The significance of Semrush’s framework lies in its ability to precisely define and address the brand visibility challenge, providing measurement tools and an organizational model for effective management. This framework’s success will depend on how well it aligns with real-world AI brand selection and surfacing dynamics.