Only 11% of agencies say their sites are optimized for AI search

RSW/US says its new survey found a sharp gap between how agencies view their own positioning and how prepared they are for AI-mediated search. While 85% of agency principals say their firms are uniquely differentiated, only 11% describe their websites as very optimized for AI search.

Why it matters: - Agency websites are now competing for visibility in AI-mediated search results, not just traditional search. - RSW/US frames the gap as a business problem for agencies that want to be found by platforms such as ChatGPT and Claude. - Weak self-positioning can make agencies harder to distinguish in a crowded market.

What happened: - RSW/US released a survey on agency positioning and AI search optimization. - The survey found that 78% of marketing agencies do not believe agencies as a whole are well differentiated. - At the same time, 85% of agency principals say their own agency is well positioned and uniquely differentiated. - 94% of agencies say they are very aware of emerging AI search standards. - 66% say they are helping clients optimize their websites for the new search landscape. - Only 11% of agencies say their own sites are very optimized for AI-mediated search.

The details: - RSW/US said its AI team developed the AI-Brand Compass Model at the beginning of the year. - The model was built using hundreds of agency inputs and 21 years of RSW experience helping firms with positioning and brand marketing. - The model is designed to help firms create more authoritative and unique positioning. - The model also recommends specific content changes meant to improve the odds of being found on AI-driven platforms. - Mark Sneider, founder and CEO of RSW, said the AI-Brand Compass model is now part of every new RSW/US Outsourced Agency New Business Program. - Sneider said the model helps shape more compelling positioning for client brands and helps prioritize changes needed to improve online findability. - RSW/US said agencies can now use the model separately from its Outsourced Agency New Business client programs for a relatively low fee. - RSW/US said Mark Sneider and the RSW team layer insights from the model into actionable recommendations. - RSW/US provided contact information for more information: mark@rswus.com and 513-293-6785. - RSW/US also listed its LinkedIn page as RSW-US.

Between the lines: - The survey points to a familiar pattern: agencies are quick to diagnose sameness in the market, but slower to apply that scrutiny to their own brands. - The AI search numbers suggest many agencies understand the shift in theory, yet have not fully updated their own sites to match it. - RSW/US is positioning the AI-Brand Compass Model as both a consulting tool and a product agencies can buy directly.

What's next: - RSW/US is inviting agencies to contact Mark Sneider to learn more about the AI-Brand Compass Model. - The company is likely to keep pushing the model as AI search changes how agencies are discovered online. - Agencies that have not updated their positioning or site content may face more pressure to act as AI-mediated search becomes more central.