Semrush AI Features: Complete Guide & Prompts

Semrush has evolved from a traditional SEO toolkit into an AI-powered SEO platform. This guide explores every AI feature in Semrush, how to use them effectively, and how combining Semrush with custom AI prompts can take your SEO workflow to the next level.

1. Semrush's AI Evolution

Semrush has invested heavily in AI capabilities over the past few years. What started as a traditional SEO and competitive research tool now includes a suite of AI-powered features designed to streamline content creation, keyword analysis, and SEO strategy development. As of 2026, Semrush's AI features span content generation, keyword clustering, competitive analysis, and automated reporting.

The key shift has been from purely analytical tools to generative and predictive capabilities. Where Semrush once told you what was happening, it now helps you decide what to do about it. This is most visible in ContentShake AI, the AI Writing Assistant, and the AI-enhanced Keyword Magic Tool — each of which uses machine learning models to generate insights and content rather than just surfacing data.

However, Semrush's AI features are optimized for certain use cases and have limitations. They work best when you're working within Semrush's ecosystem and following established SEO patterns. For more creative, strategic, or custom SEO work, many professionals find that combining Semrush's data exports with ChatGPT or Claude prompts yields superior results. This hybrid approach is the focus of this guide.

If you're evaluating the best AI for SEO generally, Semrush represents the tool-based approach — powerful data infrastructure with integrated AI. But understanding when to use Semrush's built-in AI versus external prompt systems is critical to building an efficient workflow.

2. ContentShake AI — Full Walkthrough

ContentShake AI is Semrush's most ambitious AI feature. It's a standalone content creation tool that generates complete content briefs and drafts based on competitor analysis and keyword data. Unlike a simple AI writer, ContentShake integrates Semrush's competitive intelligence to ensure the content it generates is positioned to rank.

How ContentShake Works

You start by entering a topic or keyword. ContentShake analyzes the top-ranking pages for that keyword, identifies what they have in common, and generates a content brief that includes recommended word count, readability targets, semantic terms to include, and suggested structure. From there, you can generate a complete article draft that follows the brief.

Strengths of ContentShake

• Data-driven briefs: Every recommendation is backed by Semrush's SERP analysis data, so you're not guessing what Google wants.
• Built-in optimization: The drafts automatically include recommended keywords and semantic terms, reducing the need for manual editing.
• Fast iteration: You can generate multiple versions of a brief or draft in minutes, speeding up content production significantly.

Limitations

• Template-driven writing: The generated content can feel formulaic, especially for complex or technical topics that require deep expertise.
• Limited creativity: ContentShake excels at following patterns but struggles with unique angles, storytelling, or novel frameworks.
• Lock-in: You need to work within Semrush's interface, which can be less flexible than using a general AI model.

For many content tasks, ContentShake is an excellent starting point. But for truly differentiated content, you'll want to use it as a foundation and then layer on custom AI prompt work. Speaking of which, our ChatGPT SEO prompts guide covers how to take tool-generated briefs and turn them into compelling, rank-worthy content.

3. AI Writing Assistant in Semrush

The AI Writing Assistant is embedded in Semrush's SEO Content Template and also available as a standalone tool within the Semrush platform. It provides real-time suggestions as you write, helping you optimize content for your target keywords.

Key Features

• Real-time scoring: As you write, the assistant scores your content against top-ranking pages and suggests improvements.
• Semantic recommendations: It suggests related terms and LSI keywords that top pages are using but you haven't included.
• Readability analysis: The tool evaluates reading level, sentence length, and paragraph structure against your target audience.
• AI-generated additions: You can ask the assistant to generate specific sections, introductions, or conclusions based on your existing content.

When to Use vs. External Prompts

The AI Writing Assistant is best for optimization and editing — taking existing content and making it more SEO-friendly. It's less suited for generating content from scratch or developing complex strategic frameworks. For those tasks, exporting your Semrush data and processing it with ChatGPT or Claude prompts will give you better results.

"I've exported keyword recommendations from Semrush's AI Writing Assistant for my article on '[topic]'. The assistant suggests I include these additional terms: [paste terms]. However, this content is for an expert-level audience. Rewrite my existing draft to naturally incorporate these semantic terms while maintaining an advanced technical tone suitable for experienced professionals, not beginners."

4. Keyword Magic Tool with AI Clustering

The Keyword Magic Tool is Semrush's flagship keyword research feature, and it has been significantly enhanced with AI capabilities. The AI clustering feature automatically groups keywords into thematic clusters based on semantic similarity and search intent, making it much easier to build topical authority at scale.

How AI Clustering Works

Instead of manually sorting thousands of keywords into groups, the AI clustering engine analyzes the relationships between keywords — looking at co-occurrence in SERPs, shared search intent, and topical relevance. It then suggests cluster groupings that you can use to plan your content strategy.

Using Clusters for Content Strategy

Each keyword cluster becomes a potential pillar page topic with supporting content. For example, if you're targeting "content marketing," the AI might create clusters for "content strategy," "content creation," "content distribution," and "content measurement." Each cluster gets its own pillar page, with the individual keywords becoming supporting articles.

While Semrush's clustering is powerful, taking those clusters and turning them into a comprehensive content plan benefits from AI prompt processing. Here's a prompt template for that step:

"Semrush's Keyword Magic Tool has generated the following AI clusters for my website in the [niche] industry. For each cluster below, I need you to: 1) Identify the primary search intent (informational, commercial, transactional, navigational), 2) Suggest a pillar page topic that can rank for the cluster's main theme, 3) Recommend 3-5 supporting article topics that target individual keywords in the cluster, and 4) Propose internal linking relationships between the pillar and supporting pages.

Clusters: [paste cluster data from Semrush]"

5. SEO Content Template (AI-Powered)

Semrush's SEO Content Template is a pre-writing tool that generates optimized content guidelines based on your target keyword. It analyzes the top 10 ranking pages for that keyword and produces a template with specific recommendations for word count, readability, semantic terms, backlink targets, and content structure.

What the Template Includes

• Recommended word count range based on what's currently ranking
• Semantic terms and LSI keywords that top pages are using
• Readability target (grade level) appropriate for the topic
• Suggested headings structure based on common patterns among top pages
• Backlink recommendations showing which domains frequently link to top-ranking content

The SEO Content Template is excellent for ensuring your content meets the baseline requirements for ranking. However, the template is only as good as your ability to execute on it. This is where combining the template output with custom AI prompts creates a powerful workflow.

Export your SEO Content Template data and feed it into a prompt system that can turn those guidelines into a complete, well-written article that not only meets the technical requirements but also provides genuine value to readers. Our AI keyword research guide covers how to extend this approach from keyword discovery through content creation.

6. Complementing Semrush with Custom Prompts

Here's the strategy that top SEO professionals use: leverage Semrush for what it does best (data, analysis, competitive intelligence) and use AI prompts for what they do best (creativity, strategy, content generation). The key is building bridges between the two systems.

Prompt 1: Semrush Data Analysis

"You are an SEO strategist analyzing Semrush export data for [domain]. I have my top 50 keywords with position, volume, and estimated traffic. Identify: 1) The 5 keywords with the biggest ranking opportunity where small improvements would drive significant traffic, 2) Any keyword clusters where my content is weak compared to competitors, 3) The single highest-impact action I should take this week. Data: [paste Semrush export]"

Prompt 2: Content Brief from Semrush Data

"Using Semrush data for '[target keyword]', create a detailed content brief. The data shows top-ranking pages average [X] words, use these semantic terms: [paste terms], and have this heading structure: [paste structure]. Create an optimized brief that includes a unique angle not used by current top pages, a list of questions the content should answer (for featured snippet targeting), and recommendations for making the content 10x better than what's currently ranking."

Prompt 3: Link Building from Semrush Backlink Data

"I'm exporting competitor backlink data from Semrush. Here are the top 20 referring domains to my competitors in the [niche] space: [paste domains]. For each domain, determine: 1) The type of content they typically link to, 2) A unique content idea they haven't covered that would interest their audience, and 3) A personalized outreach angle that references their specific content and audience."

These prompts turn Semrush from a data tool into a complete SEO intelligence system. If you want a comprehensive library of prompts optimized for every stage of SEO — from research to execution to reporting — check out the SEO & Content Marketing Prompt System.

7. Semrush AI vs Prompt-Based Systems

It's natural to wonder whether you need Semrush's built-in AI or a separate prompt-based system like ChatGPT or Claude. The answer, for most SEO professionals, is both. They serve different purposes and are strongest in different areas.

When Semrush AI Wins

• Data integration: Semrush AI has direct access to Semrush's proprietary database of keywords, backlinks, and competitive intelligence.
• Standardized outputs: For routine tasks like generating content briefs or keyword clusters, Semrush AI is faster because it's purpose-built.
• Reporting: Semrush's AI-powered reports and insights are tightly integrated into its dashboard, making them easy to share with clients.

When Prompt-Based Systems Win

• Creative strategy: ChatGPT and Claude can generate novel approaches, unique angles, and creative content strategies that go beyond pattern-matching.
• Custom workflows: With prompts, you can build exactly the workflow you need, combining data from multiple sources in unique ways.
• Cost flexibility: AI chat models cost a fraction of what you pay for Semrush subscriptions, especially for content generation tasks.

The smartest approach is the hybrid model: use Semrush for data and analysis, use AI prompts for content and strategy. This is exactly the strategy we teach in our best AI for SEO comparison and our AI SEO platform guide. For a complete system that bridges both worlds, consider the SEO & Content Marketing Prompt System with 151+ prompts designed to work alongside tools like Semrush.

8. Frequently Asked Questions

Is Semrush's AI free?

Some AI features are available on the Pro plan ($139/month), but full access to ContentShake AI and advanced AI writing features requires the Guru plan ($249/month) or higher.

Can Semrush AI replace ChatGPT for SEO?

No. Semrush AI excels at data-driven tasks within its ecosystem, but ChatGPT and Claude are more flexible for content creation, strategy, and creative work. They complement each other.

Does Semrush have an AI content detector?

Semrush does not have a built-in AI content detector, but its AI Writing Assistant provides originality scoring based on similarity to existing web content.

Can I use Semrush data with ChatGPT?

Yes. You can export keyword lists, content briefs, and audit data from Semrush and paste them into ChatGPT or Claude with custom prompts for further analysis and content generation.

What's the best way to learn Semrush AI features?

Semrush Academy offers free courses on most AI features. For prompt-based workflows that complement Semrush, our best SEO prompts for ChatGPT guide is a great starting point.