AI Reshapes Search: Marketing Agencies Adapt to New Consumer Behaviors

AI Search: A Paradigm Shift for Marketing Agencies

The rise of generative AI is fundamentally altering how consumers search for information, pushing marketing agencies to reevaluate their strategies. As AI increasingly handles tasks once performed by consumers and search engines, agencies must guide their clients on how to remain discoverable in this evolving landscape.

According to Omnicom Media Group (OMG), nearly 25% of all searches are now powered by generative AI. This shift means consumers are relying less on traditional websites and more on AI-driven results for information, advice, shopping, and even casual conversations. The cultural impact of this transition is significant, as consumers across all age groups adapt to AI as a primary tool for discovery.

The Growing Trust in AI

Trust in generative AI has surged from 37% in 2024 to 61% in 2025, according to recent studies. This increase in confidence extends to platforms like Google’s AI Overviews, which consumers now expect to provide ideal answers to their queries. The trend highlights a growing expectation for technology to be more intuitive, personalized, and reliable.

"Consumers are no longer just searching; they are conversing with AI," said Michael Sondak, SVP at OMG. "This shift requires brands to rethink their approach to search marketing, as the traditional funnel is collapsing."

Optimizing for AI-Driven Search

Marketers must now focus on optimizing content to ensure it is featured prominently in AI-driven search results. Categories such as travel, personal care, and groceries are particularly influenced by AI-driven discovery, as consumers rely on AI recommendations for everyday decisions.

OMG’s Four Cs Strategy emphasizes the importance of understanding consumer behavior, creating content that answers AI-generated queries, optimizing code for AI readability, and establishing credibility with AI systems. Brands that fail to adapt risk losing visibility in an increasingly AI-dominated search landscape.

Real-World Examples: Clorox’s Adaptation

Companies like Clorox are already implementing these strategies to stay ahead. By adopting an "always-on transformation mindset," Clorox aims to enhance brand discoverability through continuous experimentation and learning.

"The key is to embrace change and remain agile," said Eric Schwartz, Clorox CMO. "AI is not just a tool; it is a partner in the consumer journey."

Industry Trends and Future Implications

Net Conversion’s research shows that half of consumers using AI recommendations spend more time researching purchases, particularly younger shoppers. This trend underscores the need for agencies to adapt to evolving consumer expectations.

Forrester predicts further consolidation in the marketing industry, as traditional models struggle to meet the demands of an AI-driven world. Agencies that fail to adapt risk irrelevance, while those that embrace AI stand to thrive in this new era.