The AI Visibility Index: Here’s who’s winning AI search by Semrush Enterprise

Some brands are watching their organic traffic – and revenue – slip away. Others? They’re optimizing for this new search channel and seeing theirs rise.

That’s why Semrush Enterprise built the AI Visibility Index. It’s the definitive study into how brands perform across the world’s leading AI search engines.

Leveraging Semrush Enterprise’s AI Optimization (AIO) platform, the Index analyzes 2,500 real-world prompts in both ChatGPT and AI Mode across five key verticals:

• Business & Professional Services
• Digital Technology & Software
• Consumer Electronics
• Fashion & Apparel
• Finance

Revealing which brands are leading the AI search landscape, and why they’re winning.

The findings uncover a new hierarchy of visibility. Mentions in AI responses – not traditional rankings – now shape awareness and purchase intent. The brands that dominate AI conversations are those optimizing for how models learn, cite, and recommend.

Key takeaways from the research:

• SEO ≠ AI visibility: Top Google rankings no longer guarantee placement in ChatGPT or Google AI Mode results. AI models reward structured data, transparent pricing, and strong third-party validation.
• Mentions ≠ sources: Being cited isn’t enough. Brands mentioned in AI-generated answers see exponentially higher visibility than those simply used as data sources.
• The brand effect is real: Iconic names like Patagonia and Garmin win by owning their niche through consistent, structured visibility signals.
• UGC is the new authority: Forums, reviews, and authentic user conversations have become the key drivers of brand visibility in AI search.

Beyond the leaderboards, the report decodes how AI models decide which brands to show – and what you can do to grow your visibility. From understanding the gap between “who AI talks about” and “who it trusts,” to aligning discovery, authority, and sentiment, the AI Visibility Index gives marketing leaders a data-backed blueprint for growth.

Because AI visibility isn’t accidental, it’s engineered.

This study offers some of the first truly evidence-based framework for how brands can be found, trusted, and recommended by AI across every major platform.

Ready to see how your industry stacks up and what it takes to lead?

Explore the AI Visibility Index to see who’s on top across five industries. Then download your own blueprint for winning in AI search.