2025 marked Semrush’s transition to an AI-first marketing platform.

We brought AI into every major toolkit, focusing on the workflows marketers rely on every day.

Each release was built to remove the friction that slows teams down—whether that’s research, analysis, content creation, or reporting.

This guide walks you through the AI releases that are already helping small teams and enterprise brands move faster and get better results.

Let’s get started.

AI Visibility Toolkit: Understanding and Improving Your Brand's AI Presence

The AI Visibility Toolkit helps small- and mid-size businesses track how often they appear in AI-generated answers, identify missing mentions or citations, and take targeted actions to improve how they’re represented.

We released the entire toolkit in 2025, and it’s already helping customers measure and strengthen their presence across major AI search platforms.

Here’s what you can do with it:

Analyze Your Brand’s AI Visibility

Get a complete view of your brand’s presence across major AI platforms like ChatGPT, Perplexity, and Google’s AI-powered features.

Track key metrics like:

• AI Visibility Score: Shows how often your brand appears in AI-generated answers. A low score means potential customers may never encounter your brand while researching on AI platforms, which can directly affect conversion. Available in the Visibility Overview tool.
• Overall Sentiment: Shows how AI platforms describe your brand. Negative or neutral sentiment can weaken how your brand is perceived in AI recommendations, reducing the chances customers choose you. Available in the Brand Performance tool.
• Brand mentions and citations: Shows how often your brand is mentioned in AI answers and how frequently AI platforms cite your pages as sources. Consistent appearance signals that AI platforms consider your brand a reliable authority in your category. Available inside the Visibility Overview tool.

Perform a Competitive Analysis

Compare your AI visibility against key competitors to see the prompts where they show up, and you don’t, and the sources that strengthen their AI visibility.

Here’s what you can uncover using the Competitor Research tool:

• Compare overall visibility strength: Review how your AI Visibility Score stacks up against key competitors to understand which brands AI platforms surface more often in your category.
• Spot prompt-level gaps: Identify the prompts where competitors appear, but your brand doesn’t. Targeting these prompts can help you improve your AI footprint and capture the category demand they’re currently benefiting from.
• Find citation sources competitors benefit from: See which external domains consistently cite your competitors. This gives you a list of publications and sources to prioritize for outreach or content contributions.

Discover and Monitor High-Value AI Prompts and Topics

Identify the real prompts your audience uses on AI platforms so you can improve your AI visibility and show up when buying decisions are made.

Here’s how to uncover them with our AI Visibility Toolkit:

• Start with manual prompt research: Enter a seed prompt inside the Prompt Research tool to generate a list of related high-value prompts. This helps you identify the conversations where your brand should appear to capture customer interest.
• Analyze prompt-level gaps against competitors:Inside Competitor Research, find the prompts and topics where your competitors appear but you don’t. Targeting these prompts can help you show up in the same high-intent conversations your competitors benefit from.
• Understand topic clusters and intent patterns: Use the Questions report to get a comprehensive list of real user questions grouped into themes, along with the intent behind them.

You can then use the Prompt Tracking tool to follow how your visibility shifts day by day for important prompts.

This shows whether your efforts are improving your presence in AI-driven customer journeys.

Audit Technical Barriers Limiting Your AI Visibility

Finally, you can run a full website LLM visibility audit using the Site Audit tool to identify technical issues that may be preventing AI crawlers from accessing your web pages.

It’s one of the first tools built to diagnose AI-specific crawlability issues.

For example, it can spot issues like:

• Links with no anchor text
• Pages that require content optimization
• Technical issues like llms.txt not found. This emerging file gives LLMs a clean, structured view of your key content, and adding it can help AI systems interpret your site more effectively.

Running this audit helps you catch and fix the technical issues that quietly limit your AI presence, ensuring the time and effort you invest actually pays off.

Monitor and Grow Your Brand’s Visibility in AI Platforms

with the Semrush AI Visibility Toolkit

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Semrush Enterprise AI Optimization (AIO): Measuring and Improving AI Visibility at Scale

Semrush AIO is built for large teams and agencies that need precise AI visibility analytics, product- and persona-level tracking inside ChatGPT, and visibility across multiple markets and audience segments.

We released this enterprise-grade AI visibility platform this year, and dozens of brands are already using it to understand their AI visibility and grow it.

Here’s what large teams can do with it:

Build a Single Scalable View of Your Brand in AI Search

AIO gives enterprise teams full control over how they analyze their brand’s AI visibility across:

• Markets
• Product lines
• Audience groups
• Categories and subcategories

If you sell across multiple markets and product lines, you instantly see how your brand surfaces in each one — side-by-side, with deep insights for each niche.

Diagnose the Signals That Shape Your AI Visibility

AIO gives you source-level intelligence showing why AI platforms present your brand the way they do.

It shows the inputs and signals shaping AI-generated answers across markets, so your team knows what’s influencing visibility and what to improve next.

This can include insights like:

• The sources LLMs rely on most within your category
• Which publications drive competitor visibility
• Narrative themes emerging across regions or segments
• Common comparison angles (e.g., quality, pricing, integrations, performance)
• Buyer-intent signals that shift the tone or depth of AI responses

Together, these insights show what’s driving your AI visibility and how to influence it, instead of guessing why certain competitors appear more often.

Fix Visibility Gaps at Scale with Built-in Optimization Capabilities

AIO also includes AI content optimization tools that help teams act on visibility gaps.

It provides automated guidance on what to fix next, from the sources you should target to the content updates that strengthen your AI presence.

With these capabilities, you can:

• Identify high-impact sources to pursue for citations
• Generate content improvements based on prompt and topic gaps
• Score pages for AI search readiness with real-time AI SEO checks

Measure How Visibility Changes Across Audiences, Markets & Products

AIO pins down where your visibility is rising or falling across audience groups, regions, and product lines.

You get a clear view of how each persona and niche actually encounters your brand inside AI-generated answers—and where attention is shifting.

For example, you can track:

• Product- and feature-level visibility across AI search and AI shopping surfaces, spotting early signs of competitor gains.

• Regional changes in category competition, so you can respond before those shifts hit your pipeline.

This makes it easier to decide what to reinforce, what to fix, and where to move next.

Evaluate Product Visibility Inside AI-Powered Shopping Experiences

The platform also lets you use Shopping Experience Tracking to see how your brand and products appear inside ChatGPT’s shopping ecosystem.

This shows which products are surfaced, how they’re positioned against competitors, and which attributes (like pricing, reviews, or specs) drive AI-generated recommendations.

Learn more: See how Roche used Semrush AIO to build AI search leadership by improving Share of Voice and sentiment.

Semrush SEO Toolkit: Improving Your Brand’s SEO

The SEO Toolkit brings together tools that support every stage of SEO.

Improving search visibility has become more unpredictable, driven by constant algorithm updates and the rise of AI-powered features.

These AI-driven upgrades help marketers prioritize the pages, keywords, and fixes with the highest potential to improve rankings and traffic.

Forecast Your Potential Traffic with AI

AI forecasts in the SEO Toolkit show the traffic and ranking gains you can realistically achieve based on your current performance, so you can focus on opportunities with measurable upside.

You’ll find these predictions across several tools:

• Position Tracking: Get three-month projections for visibility, estimated traffic, and average position. Use this to evaluate whether your current strategy is moving your rankings in the right direction.
• Keyword Overview: When you enter your domain, you’ll see a widget showing Potential Traffic (the traffic you can realistically capture for that keyword) and Personal Keyword Difficulty (how difficult it is for your domain to rank). Use these metrics to prioritize keywords with strong traffic potential and lower ranking difficulty.
• Keyword Magic Tool: While researching keywords, you’ll see Potential Traffic and PKD% for every term, so you can quickly shortlist keywords your site can realistically rank for.

Surface High-Impact Organic Topics

The Organic Topics report in Organic Rankings shows you the topic clusters driving traffic to competitor sites.

Targeting these content ideas helps you tap into demand your competitors already capture and strengthen your own search engine visibility.

Build Smarter Keyword Strategies with AI-Powered Clustering

Keyword Strategy Builder speeds up keyword clustering by automatically grouping related terms into pillars and their supporting subtopics.

Targeting these clusters helps strengthen your site’s topical authority and internal link structure—both important for stronger search rankings.

Enterprise AI SEO Features: Improving SEO Visibility at Scale

Semrush’s Enterprise AI SEO features automate the work that normally slows teams down at scale.

For example, it pinpoints why a competitor outranks you for any keyword and shows the fixes that can move up your page.

Here’s what has been added recently and what you can do:

Optimize Content with Real-Time AI Guidelines

The updated Content Optimization feature studies the top-ranking pages for your keyword and turns that analysis into real-time guidance for structure, headings, subtopics, and terminology.

This cuts down the hours normally spent reverse-engineering what Google rewards.

You also get a “write-from-scratch” option that creates a first draft aligned to your keyword and audience intent.

Together, these features help you produce search-ready content faster and with far less manual work.

Seize More Visibility in Google AI Overviews

The AI Overview Analysis feature helps you identify opportunities to secure placement in Google’s AI Overview results.

It lets you analyze multiple domains at the keyword level and compare URLs with or without AI rankings, including those of your competitors.

This helps you focus your efforts on the keywords and pages most likely to earn AI Overview visibility.

Traffic & Market Insights: Tracking AI Traffic & Google AI Mode

The Semrush Traffic & Market Toolkit now provides traffic data for AI Channels across the entire platform.

This gives brands the visibility they need to understand their niche, track competitor traffic patterns, and act on those insights.

You can now:

Measure and Benchmark AI-Driven Traffic in Your Niche

See how much traffic your brand and competitors receive from ChatGPT, Gemini, Claude, Perplexity, Copilot, and 20-plus other AI assistants.

This data shows which AI platforms drive the most audience attention in your category and whether your brand’s visibility is growing, plateauing, or falling behind competitors.

See Competitors’ Top Pages for AI Traffic

Identify which competitor content receives the most visits from AI assistants.

This shows where AI platforms surface competitor content and which pages shape competitors’ visibility—helping you prioritize the topics and content formats most likely to perform in AI channels.

Monitor Google AI Mode Visibility

Track how Google’s AI Mode changes clicks for your site and your competitors.

This shows you where traffic is being reallocated and where competitors are gaining ground — so you know what to reinforce and where to redirect effort.

Bring Semrush Data Into Your AI Agents

You can also access Traffic & Market data through the Trends API for use in ChatGPT, Claude, and other MCP-enabled tools.

This gives teams instant, context-aware competitive data to speed up research, analysis, and reporting.

Content Toolkit: Optimizing Content for Every Search Surface

The Content Toolkit brings together everything you need to plan, generate, and optimize content for both traditional and AI-driven search.

This year, we introduced an AI optimization feature that evaluates your draft for AI search readiness and provides actionable suggestions to improve how it’s interpreted by AI platforms.

Inside the content editor in the AI Article Generator, click “AI SEO” from the right-hand panel.

The tool evaluates your draft for AI search and, once the analysis is complete, provides clear suggestions on what to refine so your content is better positioned to appear in AI-generated answers.

Advertising Toolkit: Using AI to Launch Winning Ad Campaigns

Semrush’s latest AI upgrades to the Advertising Toolkit make it easier to plan, create, and optimize high-performing ad campaigns.

With rising CPCs and faster creative burnout, it’s becoming harder for marketers to maintain profitable ad performance.

Our AI features help teams test ideas faster, optimize spend, and adapt creatives to audience behavior in real time.

Here’s what it lets you do:

Create High-Impact Ad Assets Faster

Use the Ads Launch Assistant to generate images, templates, and video-ready assets in minutes.

It reduces ad production time from hours to minutes, letting you launch high-performing campaigns sooner.

You can customize text, colors, and layout in the tool itself and export a ready-to-use creative in minutes.

Improve Campaign Performance with AI-Driven Recommendations

The Ads Launch Assistant also gives you insights into how your ads are performing and highlights the areas where improvements are possible.

It gives you AI-powered recommendations for your active campaigns across keywords, ad copy, budget, targeting, and other core settings.

You see exactly what to change and why, without digging through your performance data manually.

Analyze Ad Performance Through Your Preferred AI Assistant

You can also pull Advertising Toolkit data directly into Claude through Semrush’s MCP integration, which lets you explore paid search insights in a conversational workflow.

For example, you can ask Claude to compare two competitors’ ad budgets and CPC trends over the past six months.

Local Toolkit: Automating Your Google Business Profile With AI

This year, we introduced the GBP AI Agent inside the Local Toolkit.

It gives SMBs an automated way to keep their Google Business Profile accurate, active, and optimized without daily manual updates.

Here’s what you can do:

Run an Automated Google Business Profile Audit

Many small businesses lose GBP visibility because their profile becomes inaccurate or stale—and they don’t know what to update or don’t have time to check it regularly.

The Semrush GBP AI Agent runs a quick automated audit during setup and gives you a clear snapshot of what’s going on with your profile.

It shows you what’s hurting your local search and AI visibility and gives you clear next steps—or you can let the agent apply the fixes on its own.

Keep Your GBP Profile Active Automatically

Regular activity on your Google Business Profile (posting GBP posts, responding to reviews, and regularly updating your business information) is one of the strongest signals for both local rankings and AI visibility.

But keeping your profile fresh takes time and effort.

The good news: the GBP AI Agent handles it for you. It can:

• Generate and publish tailored posts on a set schedule
• Publish uploaded photos automatically
• Reply to new reviews using the tone and preferences you define

Track Actions and Performance in One Dashboard

The dashboard gives you a clear view of how your profile is performing and what the GBP AI Agent has done so far.

It also surfaces your key GBP metrics—profile views, direction requests, website visits, phone calls—so you can see the impact of those actions in one place.

AI PR Toolkit: Building Press Coverage That AI Platforms Frequently Reference

The AI PR Toolkit helps you secure coverage in the publications LLMs most often reference.

Once you know which outlets most often appear in AI-generated answers in your category, you can craft targeted pitches to the journalists writing for those publications.

Side-note: It works best when paired with the AI Visibility Toolkit.

Here’s what you can do with the AI PR toolkit:

Identify the Outlets and Journalists That Can Grow Your AI Visibility

To better align your brand with the sources AI platforms frequently surface, start by mapping the publications and reporters that are most relevant in your industry:

• Use AI-Cited Media to see which outlets LLMs frequently reference. Each outlet is scored from 0 to 100 based on AI Media Visibility, giving you a clear priority list of the voices most frequently reflected in AI-generated responses in your niche.
• Use Journalist Discovery to surface reporters who actively cover your category, eliminating hours of manual research.

Once you know who shapes your category’s coverage, the AI Outreach Writer helps you create personalized pitches for each contact.

This increases your chances of earning coverage that actually makes it into the source lists AI platforms rely on.

Monitor Media Coverage That Actually Matters

To understand how your brand shows up in the media, use the AI PR Toolkit stay updated on meaningful mentions while filtering out noise.

Here’s how:

• Use Smart Alerts and Automated Digests to surface real-time mentions from domains that influence brand sentiment and may shape how AI platforms interpret your business. This can help you react faster to coverage that actually affects your narrative.
• Use AI Irrelevancy Detection to automatically remove off-topic, misleading, or duplicate mentions, keeping your monitoring focused on the coverage that influences how customers and AI platforms perceive your brand.

My Reports: Turning Large Volumes of Data Into Actionable Insights

My Reports now includes AI Summaries—a feature that converts large volumes of performance data into clear, easy‑to‑understand insights.

This helps marketing teams spend less time interpreting data and more time acting on it.

With this feature, you can:

• Measure marketing performance quickly without having to interpret complex data yourself
• Spot meaningful trends faster, such as specific channels gaining traction, campaigns slowing down, or audiences responding differently across platforms
• Make informed decisions without sifting through raw data, whether you’re adjusting budgets, planning content updates, or giving stakeholders a clean, digestible summary

How These AI-Powered Upgrades Change the Way You Work

Together, these AI upgrades reshape how you manage marketing inside Semrush, replacing manual analysis, scattered tools, and guess-based planning with interconnected workflows.

You now have one system that helps you:

• See where your brand stands across AI platforms, search engines, ads, and local listings from one place
• Decide which keywords, channels, or campaigns deserve more attention using AI forecasts, opportunity scoring, and real-time performance insights
• Act faster through automated reporting, AI-generated recommendations, and ready-to-launch content or ad assets

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