Semrush, a global brand visibility platform provider, announced a partnership with Korean PR firm NPR to support local companies in adapting to the rapidly evolving AI-driven search environment.
Through the collaboration, the two companies plan to jointly advance marketing and public relations initiatives while introducing new strategic approaches tailored to AI-based information discovery. Key focus areas include Agentic Search Optimization (ASO), AI Optimization (AIO), and Generative Engine Optimization (GEO).
The search landscape is undergoing significant transformation, shifting from traditional search engines such as Naver and Google to AI-driven platforms like ChatGPT and Gemini, where information is increasingly generated, summarized, and recommended. As a result, zero-click information consumption is becoming more common.
In this changing environment, brand visibility is no longer defined solely by search rankings. Instead, it increasingly depends on how consistently and accurately a brand is recognized across multiple channels.
This shift is particularly relevant for large organizations managing multiple markets and content touchpoints. ASO represents an integrated approach that combines SEO, content, PR, and product data to ensure that brands are trusted and effectively surfaced in AI-driven ecosystems.
Park Jin-ho, Head of APAC at Semrush, said that Korea is a highly advanced digital marketing market that is quickly adapting to changes in AI-based information discovery. He added that the partnership aims to help Korean companies strengthen their visibility across both search engines and AI platforms.
Yoon Young-jun, CEO of NPR, noted that as AI-driven information discovery becomes more commonplace, it is increasingly important for brands to be properly structured and recognized within AI environments. He added that the partnership will support organizations in assessing their readiness for AIO and GEO strategies and strengthening brand management.
Semrush also plans to expand its integrated platform and updated brand identity in the Korean market. The platform combines traditional SEO data with AI-based visibility metrics and is powered by a large-scale proprietary dataset.
Meanwhile, Semrush participated in the Digital Marketing Summit (DMS) 2026 held at COEX in Seoul, where it presented a session titled “Commanding Visibility in the Age of AI Agents.”
