Semrush Holdings Inc. (NYSE: SEMR) introduced a brand visibility operating model at the Adobe Summit, releasing two research reports aimed at helping marketing leaders coordinate brand discovery across search and artificial intelligence platforms.

The framework defines brand visibility as the extent to which a brand can be discovered and represented across human and machine-mediated search surfaces. A key component is Agentic Search Optimization, designed to ensure brands are selected by autonomous AI agents that evaluate brand relevance.

The company's research identified what it calls an "Alignment Gap" in current marketing practices. The study found that 55.5% of teams aligned on search and AI optimization consider their performance measurable, compared to 15.5% of partially aligned teams. Only 22.6% of organizations maintain unified processes for topics and goals across traditional search and AI-generated responses.

The research indicates 57.3% of enterprise teams describe themselves as "somewhat aligned," "siloed," or "completely disconnected" regarding brand visibility coordination.

"Visibility is no longer something you achieve through isolated tactics—it must be engineered through a repeatable operating model," said Andrew Warden, Chief Marketing Officer at Semrush.

The framework introduces a four-stage system called the Brand Orchestration Lifecycle, consisting of foundation, content, distribution, and feedback phases. It also defines a new organizational role called the Brand Visibility Orchestrator to connect strategy with execution.

Semrush reported increasing its own AI share of voice from 13% to 32% within one month using these principles. The research references Gartner's prediction of a 25% decline in traditional search volume by 2026 as context for the shift toward AI-mediated discovery.

The reports are available through the company's AI visibility index website, according to the press release.