Key facts
- Only 22% of US marketers have a fully integrated AI search and SEO strategy.
- Internal silos are a problem for brands in the AI search era.
- Inconsistencies in brand messaging can lead to inaccuracies in AI representations.
- Competitors are mentioned more often than brands in AI search results for 37% of marketers.
- 18% of companies have a dedicated GEO specialist or team for AI search.
A survey conducted by Adobe's digital marketing platform, Semrush, indicates that a significant organizational problem is being exposed by the rise of AI search: internal silos. Only 22% of US marketers polled reported having a fully integrated AI search and search engine optimization (SEO) strategy, with the rest describing some form of gap. Semrush noted that large language models draw data from various sources, including corporate websites, blogs, news articles, and social media. In the past, companies could operate with siloed departments, but in the AI era, inconsistencies in how brands communicate and how consumers discuss them can lead to inaccuracies in how chatbots and search platforms represent these brands. This can affect their visibility relative to competitors. Furthermore, companies with internal silos may not be effectively measuring their AI search efforts. The study, which surveyed 481 US marketers, business owners, and SEO professionals in April 2026, also found that 37% of marketers experienced competitors being mentioned more often than their brand in AI search, 30% reported inaccurate brand descriptions, and 29% cited unclear or generic positioning. Regarding responsibility for AI search, 18% of companies have a dedicated GEO specialist or team, while other responsibilities fall within SEO, content teams, or are shared across multiple departments. Semrush's Leigh McKenzie stated that the SEO team has gained a more prominent leadership role due to these changes.