At every major tentpole event — this current one being CES — Omnicom dives deep on an issue of importance to its clients, and this year is no exception.
Digiday has learned that Omnicom is working with Google to create a new agent – the Consumer Prompt Insights Agent- that empowers brands with far deeper insights into how to use search in the AI-powered era. The idea is to understand consumer intent, given that new forms of search now offer much deeper insight into what people are looking to know. The agentic solution leverages a variety of search signals that gives its clients a clearer understanding and way to use the deeper knowledge that search today can provide consumers. For example, one used to search for vacuum cleaners — today you ask, what’s the best wet vac for cleaning up sandy wet spots (you know, for the marine biologist or surfer in your family).
It’s the latest output from the Future of Search partnership between Omnicom Media and Google, picking up on a tool, the next generation search agent, launched at CES 2025.
“It’s about getting to what people are asking, understanding their intent, and then changing content in a variety of ways to enable that, which then also feeds back to that loop of Gemini and AI overviews where they’re asking questions.” Megan Pagliuca, Chief Product Officer, Omnicom Media Group North America
“As we start to aggregate these data sources, which today are separate, and use the agent that we’re building to combine it, our teams will start to be able to see demand trends – pockets of new prompts and queries to… inform net new content.” Michael Sondak, SVP of search at Omnicom Media North America
“The agent has cut our competitive analysis cycle from weeks to days. In an industry where a new model launch or competitor incentive can shift search dynamics overnight, we need real-time category intelligence, not monthly reports,” “The platform gives us visibility into what automotive shoppers are actually searching for — not just our brand terms, but the entire consideration set. We’re using those insights to inform everything from paid search strategy to content planning to retail partnerships.” Jillian Davis, director of marketing technology, at Cox Automotive (which owns Autotrader and Kelly Blue Book).