The rise of AI search is revealing significant organizational challenges for brands, as highlighted by a recent Semrush study. Only 22% of US marketers have a fully integrated AI search and search engine optimization (SEO) strategy, with many acknowledging gaps in their approaches. Internal silos hinder effective communication among teams, leading to inconsistencies in how brands present themselves and how consumers perceive them. Leigh McKenzie, director of online visibility at Semrush, emphasized that past siloed operations are no longer viable in the AI era, where large language models aggregate data from various sources. This can result in inaccuracies that affect brand visibility. Companies that excel in AI search are those that present a cohesive brand message across channels. The study also revealed that 37% of marketers experienced issues with competitors being mentioned more frequently, while 30% noted inaccuracies in brand descriptions. HubSpot's CMO, Kipp Bodnar, highlighted the benefits of an integrated approach, which aids in faster adaptation to changes in AI search dynamics. The study surveyed 481 marketers and SEO professionals, indicating a shift in the importance of SEO roles within corporate structures.