AI Reshapes Search: Agencies Adapt Marketing for the AI Era

Generative AI is changing how people search online, forcing marketing agencies to rethink their strategies. Traditional search engine optimization (SEO) is evolving into generative search optimization (GEO) as AI reshapes consumer behavior.

Omnicom Media Group (OMG) has been researching these shifts, advising clients on how to stay visible in this new landscape.

The Rise of AI-Powered Search

OMG's research indicates that almost 25% of searches now involve generative AI. Consumers are using AI for information, advice, and even shopping, which reduces clicks to traditional websites.

Trust in AI is also growing with 61% of users trusting AI-generated results in 2025, up from 37% in 2024. Google’s AI Overviews are seen as a key entry point, with 65% of consumers expecting ideal answers from them.

Cultural Shifts Due to AI

The study identified cultural shifts including expectations for more emotionally intelligent technology. People also believe tech is learning adaptively and enabling unprecedented personalization.

Marketers now need to optimize for AI to ensure their content appears in AI-driven responses.

Categories Most Affected

Categories like travel, personal care, and groceries are seeing significant changes in search behavior due to AI. These are areas where consumers seek extensive choices and comparisons.

The traditional search marketing funnel is collapsing as AI becomes a companion in the shopping journey.

OMG's Four Cs Strategy

OMG recommends focusing on four key areas: consumers, content, code, and credibility. Brands need to understand how consumers are now asking questions instead of passively searching.

Content should answer these new questions, and coding needs adjustments for AI readability. Building trust with AI systems is also crucial.

Brand Responses and New Research

Clorox is already acting on these recommendations, embracing an "always-on transformation mindset." Net Conversion found similar changes; AI users spend more time researching purchases.

Younger shoppers are leading this trend, with 23% of 18-29 year-olds frequently using AI tools for product research. Despite streamlining expectations, consumers are behaving more like thorough researchers.

Agency Predictions and Measurement

Forrester predicts further agency consolidation. Nielsen is incorporating Adelaide’s AU attention metric into Nielsen ONE to improve outcome measurements.

LG Ad Solutions is also testing repurposing social and influencer ads for TV, aiming to adapt to changing advertising trends.