Semrush Brand Visibility Framework Launches at Adobe Summit: AI Search Redefines Discovery Rules
April 20, 2026 – 9:29 pm
Summary: Semrush introduced a Brand Visibility Framework at Adobe Summit, unveiling "Agentic Search Optimisation" as a new approach to measuring brand presence across AI-generated answers, traditional search, and autonomous AI agents. Based on a database of over 213 million large language model prompts, the framework provides insights into how brands are discussed and recommended in AI systems.
Semrush used its Adobe Summit stage to launch this framework, positioning itself as a visibility layer within Adobe’s marketing stack at a pivotal time when AI is reshaping brand discoverability.
The Problem: AI’s Impact on Organic Search
The data highlights a concerning trend for businesses reliant on organic search traffic:
- Gartner predicted in 2024 that traditional search engine volume would drop 25% by 2026 due to AI chatbots and virtual agents.
- Google’s AI Overviews now appear on 48% of all tracked search queries (up 58% year over year) and dominate informational queries in many industries.
- Organic click-through rates have plummeted 61% for queries featuring AI Overviews, while paid search rates dropped significantly.
- Zero-click searches, where users receive answers without visiting a site, have increased to 69% of all queries.
- ChatGPT boasts 800 million weekly active users, and Perplexity processed 780 million queries in May 2025 alone.
Despite these changes, brands have limited control over AI system recommendations and face a disconnection between investment and visibility. While 94% of brands invest heavily in traditional SEO, 62% are invisible to generative AI.
Semrush’s framework aims to bridge this gap by providing brand visibility insights derived from AI search data, enabling businesses to adapt their strategies in the age of AI.