Semrush Brand Visibility Framework launches at Adobe Summit as AI search rewrites discovery rules

Semrush launched a Brand Visibility Framework at Adobe Summit, introducing 'Agentic Search Optimisation' as a new discipline for measuring brand presence across AI-generated answers, traditional search, and autonomous AI agents. The framework draws on 213 million LLM prompts and arrives amid alarming data: organic CTR has dropped 61% on queries with AI Overviews, 62% of brands are invisible to generative AI, and only 8-12% overlap exists between AI-generated results and traditional search rankings. Semrush's AI product revenue grew 850% to $38M ARR. The framework also serves as strategic positioning ahead of the company's $1.9B acquisition by Adobe, framing Semrush as the visibility layer within Adobe's marketing stack.