As more users turn to AI assistants for answers, many businesses are beginning to notice something worrying. Their sites appear less often, traffic moves unpredictably, and search behavior no longer follows familiar patterns. Semrush has stepped into this uncertainty with a new platform called Semrush One, built to help marketers understand how their brands show up not only on Google but across AI discovery systems such as ChatGPT, Gemini, and Perplexity.
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A combined view of SEO and AI visibility
Semrush says the platform merges two layers of intelligence: traditional SEO analytics and AI visibility tracking. This gives marketers a real-time picture of how AI models interpret and surface their content. Andrew Warden, the company’s Chief Marketing Officer, said the goal is to help brands influence the moments where AI assistants decide what information to present. He describes Semrush One as a way to adapt faster as ranking behaviour continues to shift.
The platform is backed by datasets covering more than 808 million domains and trillions of backlinks. While this scale sounds impressive, it may leave smaller e-commerce teams wondering whether such depth will translate into practical results for them.
Tiers designed for different teams
Semrush One arrives in three editions: Starter, Pro+, and Advanced. Larger organisations also have access to an enterprise-focused version that includes AI Optimization, offering things like custom prompt handling and deeper model-level control. Although these tiers aim to cover a range of business sizes, the starting price of 165 dollars per month may be a hurdle for new creators, early-stage startups, or solo marketers.
Early visibility boosts and unanswered questions
Semrush says its internal tests delivered significant jumps in AI visibility, claiming its own “AI share of voice” nearly tripled within one month. The company views this as evidence that large language models respond to optimisation far more quickly than traditional SEO cycles. Bill Wagner, Semrush’s CEO, described AI visibility as a boardroom-level issue and said the company intends to help marketers stay competitive as online discovery continues to change.
Still, it is unclear whether external brands will see similar gains. AI models behave differently across industries, and visibility in one system does not guarantee consistent placement in another. With AI ranking methods evolving rapidly, today’s improvements may need constant adjustment to remain effective.
A tool built for a shifting landscape
Semrush One is clearly designed for an environment where AI assistants act as the first place users look for information. The challenge for marketers is simple: if their content does not appear in AI responses, their audience may never reach their website at all. The new platform attempts to help businesses understand where they stand in this new landscape and what they can do to avoid getting pushed into the background.
