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New research from Omnicom Media EMEA reveals that Generative AI has reached global normalisation, fundamentally reshaping how consumers search, decide and act. Following Omnicom Media’s landmark 2025 Future of Search report focusing on the US market, the new global study – The Future of Search: From User Intent to Brand Attention – reveals that 75% of consumers worldwide have used AI, with 63% of AI users now engaging daily.
Based on replies from 20,031 respondents across 17 countries, and combining quantitative scale with AI-moderated and deep-dive qualitative research, the research shows that AI is no longer an emerging technology layered onto traditional search. It is becoming embedded infrastructure, influencing decisions earlier in the journey and redefining what visibility means for brands.
As AI continues to drive a seismic shift in discovery from ranking to recommendation, this research provides a blueprint for how brands must adapt to remain visible, credible, and commercially competitive in AI-driven environments.
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