Organizational Silos: The Achilles' Heel of Brands in the Face of AI

Organizational silos are a major obstacle for brands in the age of artificial intelligence, according to a recent survey conducted by Semrush. The study reveals that only 22% of American marketers have a fully integrated AI search and search engine optimization strategy. For others, disparities remain in the approach taken.

Semrush highlights that these internal silos pose a problem in a context where large language models draw their data from various sources, including corporate blogs, news articles, Reddit discussions, and YouTube videos. Leigh McKenzie, Director of Online Visibility at Semrush, explains that companies could previously operate in silos, with brand, SEO, and customer success teams working independently of one another.

In the age of AI, these internal inconsistencies can lead to inaccurate representations of brands by chatbots and search platforms, affecting their visibility compared to competitors. Brands that are not aligned internally risk failing to effectively measure their AI search efforts.

The companies that succeed best in this area ensure that their presence is consistent across all channels. Since the launch of ChatGPT in 2022, brands have been striving to master answer engine optimization (GEO), ensuring that their products and services are properly highlighted by AI answer engines. With regular updates to AI models and a shift in search towards direct answers rather than links, marketers must constantly adapt their SEO strategies.

HubSpot, a customer relationship management platform, stands out for its integrated approach to AI visibility. Kipp Bodnar, CMO of HubSpot, states that the company views answer engine optimization as a natural extension of SEO, which has accelerated progress and avoided duplication. HubSpot ranks third in the business and professional services category in the latest Semrush brand visibility quarterly report.

The Semrush survey also reveals that 37% of marketers surveyed have noticed that their competitors are mentioned more often than their own brand. Additionally, 30% reported inaccurate descriptions of their brand, and 29% noted vague or generic positioning.

Companies are adopting various strategies to manage AI search. According to Semrush, 18% of companies have a dedicated GEO specialist or team, 16% assign this task to the SEO department, 15% to content teams, and 14% share the responsibility among multiple teams.

At Semrush, the SEO team has gained importance within the corporate hierarchy. "I have a much bigger seat at the executive table than I did two years ago," says McKenzie.

The study, shared exclusively with CMO Insider, surveyed 481 marketers, business owners, and SEO professionals in the United States in April 2026.