The digital analytics landscape is undergoing a seismic shift, moving away from traditional search engine results pages (SERPs) and into the opaque world of generative AI. For businesses, this transition has created a massive visibility problem: how do you measure success when the discovery channel is a chatbot?
Similarweb is attempting to provide the answer. With the launch of the Similarweb Fall 2025 Update, the company is making a significant push to establish itself as the essential infrastructure layer for the GenAI economy, introducing tools designed specifically to track, benchmark, and optimize brand performance within AI search and chatbot responses.
The core of this update is the expansion of the Gen AI Intelligence module. As large language models (LLMs) like ChatGPT, Gemini, and Perplexity become primary research tools, companies need to know if they are being cited, and if so, how favorably. Similarweb’s new capabilities move beyond simply estimating traffic from LLMs; they offer a complete suite for Generative Engine Optimization (GEO), sometimes referred to as Answer Engine Optimization (AEO).
This includes two critical new reports. First, Citation analysis provides instant clarity on which content sources and brands are dominating AI-generated answers for specific user prompts. This allows brands to identify who is winning the share of voice in the AI sphere and understand where their own content is being referenced—or ignored. Second, Brand sentiment reveals the emotional tone with which a brand is mentioned in AI responses, allowing businesses to track sentiment changes over time and benchmark their relative brand strength against competitors in the new discovery channel.
Crucially, these tools are paired with prompt analysis, giving businesses a glimpse into the actual questions users are asking the chatbots. This closes the loop between content strategy and AI output, enabling teams to fine-tune their content planning to better align with the topics that drive AI citations.
“As digital ecosystems evolve, decision-makers need data-driven clarity they can trust,” said Benjamin Seror, Cofounder and Chief Product Officer of Similarweb. “With this launch, we are deepening the connection between AI and data to help our customers and partners move from insight to action with greater confidence.”
Automating Insight into Action
Visibility is only half the battle; the other half is speed. Similarweb is leveraging its comprehensive data set to automate workflows using specialized AI agents, ensuring that the insights generated by the platform translate directly into competitive action.
For Sales Intelligence, Similarweb is expanding its suite of AI agents, building on its existing sales assistant tools. The new AI Prospecting agent allows sales teams to turn natural language prompts into ready-to-use lead lists, while AI Outreach agents generate personalized sales pitch emails. These emails are powered by real-time data and insights drawn from the Similarweb platform, providing ready-made graphs and competitive analysis that demonstrate an understanding of the prospect’s business—a significant step up from generic email templates.
On the competitive intelligence front, the new AI Segments (currently in beta for Web Intelligence) address a long-standing challenge in digital analysis: separating the signal from the noise. By analyzing the structure of a competitor’s website, AI Segments automatically separate traffic related to specific business lines, product categories, or specific campaigns. This allows for far more sophisticated benchmarking than simply measuring total website traffic.
Underpinning this entire data ecosystem is the introduction of the Similarweb Model Context Protocol Server (MCP). This is the enterprise play: a programming interface designed to connect client-favorite AI tools directly to Similarweb’s Data-as-a-Service (DaaS). This allows enterprise customers to inject high-quality, trusted digital data into their own internal AI-powered applications, ensuring their proprietary models are informed by accurate digital marketing trends and competitive intelligence.
The Fall 2025 Update also brings targeted AI improvements across specialized product lines. App Intelligence now includes AI reviews analysis, allowing developers to analyze thousands of competitor app reviews at scale to quickly identify user likes and dislikes. Shopper Intelligence gains an AI Amazon Keyword Agent that surfaces high-intent keyword terms and clusters from a seed keyword, tying those terms directly to estimated unit and dollar sales benchmarks on Amazon.
