The rise of AI-powered search engines is reshaping the digital landscape, fundamentally changing how brands are discovered and perceived online. Businesses that adapt to this shift will maintain a competitive edge, while those that hesitate risk fading into obscurity. To help enterprises take control of their AI-driven brand presence, Semrush has introduced AI Optimization (AIO)— designed to track, analyze, and optimize brand visibility across AI-powered search platforms.

Now in closed beta, AIO empowers businesses to monitor their brand representation in real-time across leading AI search engines and foundation models such as ChatGPT, Perplexity, Claude, Gemini, and DeepSeek. As AI-generated content continues to influence consumer decisions, businesses need to ensure their brand appears accurately and strategically positioned in AI-driven search results.

Why AI Optimization Matters for Enterprises

The impact of AI search on brand discovery is growing rapidly. Studies indicate that 58% of consumers rely on AI for recommendations, and with the global AI market projected to grow by 37% annually, businesses must proactively manage how AI portrays their brand. Until now, companies have had little control over how AI search engines represent them. AIO changes the game, allowing businesses to take control of their AI presence before their competitors do.

AIO and Yext Scout: Two Solutions for AI Search Visibility

Semrush’s launch of AIO arrives just after Yext’s recent introduction of Yext Scout, another AI-powered search intelligence tool aimed at helping brands navigate the changing digital landscape. While both solutions enhance AI search visibility, they focus on different aspects of AI-driven brand management.

Both solutions reflect the rapid evolution of AI search and the increasing need for businesses to manage their digital presence across a fragmented search landscape. Companies leveraging these tools can gain critical insights, improve brand positioning, and stay ahead in AI-driven discovery.

A Strategic Imperative for Multi-Location Brands, SaaS Companies, Media, and Agencies

For multi-location brands, SaaS companies, media firms, and agencies, AI search represents both a challenge and an opportunity. As AI-powered search eclipses traditional SEO strategies, brands must invest in AI Optimization to stay relevant and competitive. AIO enables businesses to harness AI search rather than fall victim to its unpredictable shifts.

Industry Leaders Weigh In

Marcus Tober, SVP of Enterprise Solutions at Semrush, emphasizes the need for proactive AI brand management: “AI search is already making decisions about your brand. Semrush’s AI Optimization puts marketers back in control, turning AI search from an unpredictable risk into a strategic asset.”

While Andrew Warden, CMO of Semrush, highlights the importance of AI visibility: “For the first time, businesses can directly track how AI search engines and LLMs portray their brand, correct inaccuracies, and ensure they appear in critical AI-driven recommendations. AIO gives businesses the power to reclaim control of their AI presence, ensuring their brand isn’t misrepresented or, worse, overlooked entirely.”

AIO and Semrush’s Expanding Leadership in AI-Powered Marketing

Semrush has long been one of the leaders in SEO, online visibility, and competitive intelligence. AIO further solidifies its strategic positioning in AI-driven marketing solutions. It remains to be seen if the Beta version of this product is ready for market or was prematurely released to keep up with Yext Scout. However, if it delivers as promised, Semrush will now empower businesses to proactively shape their brand’s AI presence, optimize visibility, and identify new growth opportunities in an increasingly AI-first world.

Final Thoughts: The Future of AI Search is Now

The era of AI-driven search is no longer a distant future—it is here. Businesses that embrace these new tools today will lead tomorrow’s digital economy. As AI search continues to evolve, enterprises that proactively monitor, control, and optimize their AI presence will emerge as market leaders, while others risk being left behind.

The question for brands and marketers is no longer if they should optimize for AI search, but how quickly they can do it.