Semrush Reveals Impact of AI Agents on Brand Visibility and SEO Strategies for 2023 – Tuesday, March 31, 2026

AI agents are becoming increasingly influential in shaping online brand visibility, as they autonomously make decisions that impact brand selection and user experience. To stay competitive, brands must adapt their SEO strategies to address these agent-driven searches—a dynamic explored in depth by Semrush through their analysis of the emerging 'agentic web'.

Who should care: CMOs, marketing directors, SEO leads, content operations managers, demand generation teams, and marketing automation specialists.

What happened?

AI agents are fundamentally reshaping the digital landscape by autonomously determining which brands gain prominence online. Unlike traditional search methods driven primarily by human queries, these AI agents evaluate and select brands based on complex decision-making processes that prioritize relevance, efficiency, and user intent. Semrush’s recent exploration of the 'agentic web' highlights this shift, where AI agents act as intermediaries between users and brands, influencing visibility in ways that differ significantly from conventional SEO approaches. This evolution means that brands can no longer rely solely on optimizing for human search behavior; instead, they must understand how AI agents assess and rank options. These agents analyze vast amounts of data and apply algorithms that weigh factors such as content quality, user engagement, and contextual relevance. As a result, SEO strategies must evolve to align with these new criteria, ensuring that brands remain discoverable and appealing within AI-driven environments. The rise of AI agents is more than just a technological upgrade—it represents a strategic inflection point for brands aiming to maintain or enhance their online presence. This transformation affects not only how brands are selected but also how they are presented to users, ultimately shaping user experience and brand loyalty in an increasingly automated digital ecosystem.

Why now?

This shift towards AI-driven search and brand selection coincides with rapid advancements in AI technology and its widespread adoption over the past 18 months. As AI capabilities have matured, their integration into everyday digital interactions has accelerated, positioning AI agents as central players in search and decision-making processes. The emergence of the 'agentic web' reflects a broader industry trend toward automation and intelligent systems designed to deliver more personalized, efficient online experiences. Brands must respond now to these changes to capitalize on the enhanced targeting and engagement opportunities AI agents enable.

So what?

For marketing and SEO professionals, the rise of AI agents demands a fundamental rethinking of digital strategies. Success will hinge on gaining a deep understanding of how these agents operate—their algorithms, evaluation criteria, and decision-making logic. This knowledge is essential to optimize brand visibility and ensure content resonates within AI-driven frameworks. Adapting to this new reality requires revisiting and revising existing SEO practices to align with AI agent preferences. Brands that fail to evolve risk diminished online presence and reduced user engagement as AI agents increasingly mediate brand discovery. Conversely, those that proactively integrate AI-focused tactics will gain a competitive edge, enhancing both visibility and customer loyalty.

What this means for you:

• For CMOs: Prioritize building expertise around AI agent algorithms to refine and future-proof brand visibility strategies.
• For SEO leads: Innovate SEO tactics that specifically address AI-driven search behaviors and ranking factors.
• For content operations managers: Optimize content creation and curation to meet the evaluation standards of AI agents, ensuring higher selection rates.

Quick Hits

• Impact / Risk: Brands that do not adapt to AI-driven search risk being marginalized, losing critical online visibility.
• Operational Implication: SEO and marketing teams must swiftly integrate AI-centric strategies to maintain competitiveness in the evolving digital marketplace.
• Action This Week: Audit current SEO strategies for AI compatibility; organize a briefing on AI agent trends; update content guidelines to align with AI evaluation criteria.