AI Reshapes Search: Marketing Agencies Adapt to New Consumer Behaviors

Source: digiday.com

Published on October 7, 2025 at 03:38 PM
The rise of generative AI is changing how people search for information, forcing marketing agencies to rethink their strategies. Agencies must now guide clients on how to be discoverable when AI handles tasks previously done by consumers and search engines. The AI Search Shift Omnicom Media Group (OMG) reports that generative AI powers nearly 25% of all searches. Consumers now use AI for information, advice, shopping, and even conversations. As a result, they click less on traditional websites. This shift requires brands and media to rethink consumer engagement. OMG's research highlights significant cultural changes driven by AI adoption among consumers aged 18-72. Rising Trust in AI Three out of four people now use AI. Trust in generative AI has jumped from 37% in 2024 to 61% in 2025. Trust in Google’s AI Overviews also increased significantly. Nearly 65% of consumers expect AI Overviews to provide ideal answers. People also expect technology to be more intuitive and personalized, according to the study. Marketing to AI Marketers need to optimize their content to be featured in AI-driven search results. Categories like travel, personal care, and groceries are heavily influenced by AI-driven discovery. Michael Sondak, SVP at OMG, notes the collapse of the traditional search marketing funnel. Consumers are now using AI as a companion in their shopping journey. OMG's Four Cs Strategy OMG advises clients to focus on four key elements: consumers, content, code, and credibility. Brands need to understand how consumers are changing their search habits. Content should answer the new questions people ask AI engines. Coding must be optimized for AI readability, and brands need to establish their credibility with AI systems. Real-World Impact Clorox is already implementing these recommendations to improve brand discoverability. The company embraces an "always-on transformation mindset" to stay ahead. Eric Schwartz, Clorox CMO, emphasizes the need for continuous experimentation and learning. This ensures brands remain competitive in the AI-driven landscape. Broader Industry Trends Net Conversion found that half of consumers using AI recommendations spend more time researching purchases. Younger shoppers, in particular, rely on AI tools for product research. Forrester predicts further agency consolidation and highlights client frustration with traditional models. Agencies must adapt to these evolving needs to remain relevant.