AI Reshapes Search: Agencies Adapt Marketing Strategies for New Era

The rise of generative AI is changing how people search online, forcing marketing agencies to rethink their strategies. Traditional methods are becoming obsolete as AI-powered tools redefine consumer behavior and brand engagement.

AI's Impact on Search

Generative AI queries now account for nearly 25% of all searches. Consumers are increasingly using AI for information, advice, and even shopping. This shift means fewer clicks on traditional websites, challenging brands to adapt.

Omnicom's Response

Omnicom Media Group (OMG) is addressing these changes head-on. Their research highlights new consumer patterns and offers guidance on optimizing online content for AI-driven discovery.

Cultural Shifts Uncovered

OMG's study, surveying over 2,400 U.S. adults, revealed major cultural shifts driven by AI. Trust in generative AI is surging, with consumers expecting AI to provide ideal answers.

Key Changes in Consumer Expectations

People now expect technology to understand them emotionally (“warm tech”). They believe technology learns adaptively, blurring the line between dreams and reality. AI's ubiquity is making it as essential as electricity, enabling unprecedented personalization.

Marketing to AI

Marketers must optimize their content to be featured in AI-driven responses. Categories like travel, personal care, and groceries are significantly impacted.

The Four 'Cs'

OMG recommends focusing on four key areas: consumers, content, code, and credibility. Brands need to understand how people are asking questions differently in the age of AI.

Adapting Content and Code

Brands must ensure their content answers the new questions consumers pose to AI. Coding needs to be optimized for large language models (LLMs) to properly interpret the content.

Building Credibility

Establishing trust with LLMs is crucial. Brands should audit their online presence, revamp content, and measure the impact of these changes.

Clorox's Perspective

Eric Schwartz, CMO of Clorox, emphasizes the need for continuous transformation. He highlights the importance of embracing new GEO capabilities and experiments.

Net Conversion's Findings

A report from Net Conversion reveals that consumers using AI for shopping are spending more time researching purchases. Younger shoppers, in particular, are increasingly relying on AI tools.

AI and Research

Despite the expectation of streamlined decisions, AI users are behaving more like exhaustive researchers. The buyer journey isn't simplifying as much as anticipated.

Agency Consolidation

Forrester predicts further consolidation among marketing agencies. Clients are questioning traditional agency models and seeking new approaches.

New Tools and Metrics

Adelaide's AU attention metric is integrating into Nielsen ONE. LG Ad Solutions is launching a tool to repurpose social and influencer ads for TV.