The flagship study, scaled from an initial 2,500 prompts to 126 million U.S. AI search prompts, reveals how brands are mentioned, cited, and represented across AI-powered discovery environments — and why marketers need integrated SEO, content, and brand strategies to compete.
Your AI narrative is becoming the decisive entry point to your customer experience. But the new reality is, your customers are both people and AI agents. Minimizing brand drift to ensure accuracy and consistency across every digital touchpoint is now the starting point for securing visibility. This requires new content strategies, stronger data foundations, and organization-wide governance.
Rachel Thornton, CMO, Adobe Enterprise
AI is now intrinsic to the default search experience, and brands need to adapt. The name of the game is Brand Visibility. The foundations of SEO are critically important in creating trust signals for AI, but visibility now depends on how consistently a brand reinforces its narrative across digital channels. Marketing teams need to redesign how they work across SEO, content, communications, data, and brand governance to compete in this new environment.”
Andrew Warden, Vice President of Marketing at Adobe and former CMO of Semrush
