The Brand Visibility Mandate: Semrush's AI GEO Vision and IDC's Enterprise Perspective

This IDC Market Note analyses the key messages and product advances presented at Semrush Spotlight 2025, where the company outlined its vision for SEO and GEO in an era increasingly shaped by generative engines. Semrush showcased new frameworks and Semrush One capabilities aimed at measuring brand visibility across SERPs, LLMs, and emerging AI-mediated interfaces. IDC explores how this shift aligns with broader enterprise trends, including the rising need for structured content, trust signals, and cross-functional content operations. The document highlights both the strategic implications for enterprises and the organizational change required to compete effectively in AI-driven discovery ecosystems.