What's The (Sem)Rush?; AI's Insights Are Out Of Sight | AdExchanger

"The problem is that, while interesting, these insights are rarely useful to be acted upon by a business or marketer. For one, the engines themselves provide very few tools to process and track that data via an API. The tools essentially run automated queries themselves en masse. For instance, want to know how Nike sneakers appear in ChatGPT searches? Well, run a script for the same search roughly 10,000 times and see what comes back. And then do the same for every other engine. Also, brands can't directly influence generative AI search results. All they can do is collect and analyze data."

"As the Journal notes, Adobe's been making feature updates for search optimization lately, but that's not the kind of SEO (or SEM) that Semrush is best known for. The hype these days is all about new acronyms like AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization). Adobe is mostly interested in how Semrush could apply to its business moving forward, rather than how search optimization has operated to date."

Adobe is evaluating how Semrush can enhance analytics for AI-driven and generative search responses to better serve marketing customers. New industry terms such as AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) signal shifts in discovery platforms. Firms are building products to track how people, products and brands appear in outputs from ChatGPT, Perplexity, Claude and Google AI Overviews. Those insights must be collected through mass automated queries because engines offer few APIs. Brands currently cannot directly influence generative-AI results and can only collect and analyze returned data, making many insight businesses economically challenging. The growing LGBTQ community presents marketing opportunities that require consistent messaging.

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