Reporting on the publication of the latest installation of Omnicom Media Group’s ongoing Future of Search study – Generative Engine Optimization: The New Paradigm for Discovery in the GenAI Era – Digiday spoke to OMG North America Chief Intelligence Officer Joanna O’Connell and SVP, North America Head of Search Michael Sondak about the far reaching consequences as more consumers are turning to GenAI for information , advice and entertainment. The change has far-reaching consequences as consumers rely on generative AI-powered search for information, advice, comparison shopping and entertainment, or engage in full conversations. Increasingly they don’t click as much on publisher or brand websites, forcing all parties in the brand marketing and media landscape to re-think how brands engage consumers. With GenAI-powered search—characterized by longer, personalized, and summarized interactions resulting in “zero-click” searches, advertisers – must now adapt to a reality where users may rarely leave AI summaries, GenAI recommendations become the new word-of-mouth. In this zero-click world, the new gold standard will be visibility, citations, and sentiment – and GEO becomes the primary means to ensure that when AI speaks, brands hold the key to influencing their presence and representation to consumers.
Read the full story here.
Download the report here.