Semrush and the Agentic Economy Strategic Memo

We explore how the agentic economy is transforming digital marketing from a competition for human attention to a struggle for algorithmic preference. As AI assistants increasingly handle search and transactions, companies like Semrush are pivoting to provide a measurement layer that tracks brand visibility within AI-generated responses. This strategic shift involves the creation of new metrics, such as AI share of voice, and the adoption of the Model Context Protocol to allow agents to query marketing data directly. The sources emphasize that in a world of agent-mediated decisions, success depends on maintaining a high-quality reputation and appearing as a cited authority in AI answers. Ultimately, the text outlines how traditional SEO is evolving into Generative Engine Optimization to ensure brands remain discoverable in both open and restricted AI ecosystems.