"rolling out a new proprietary AI system that changes everything! - it's not as impactful as what's happening to the search business. Zero-click search and generative search optimization (GEO) are the new battle cries of the media planning and buying world, all because generative AI has upended search behaviors as we've known them the last 20 years - and with those changes, an even deeper upending of classic purchase-funnel activity."
"Omnicom Media Group, Digiday has learned, is attacking this fundamental change head-on by combining research to uncover the new patterns in a report to its clients, as well as what it's telling clients to do to get their online content ready to be discovered and acted on. It's found that generative AI queries represent nearly 25% of searches, meaning that search has changed dramatically in a year."
Generative AI has altered search behavior and the purchase-funnel, producing zero-click results and a need for generative search optimization (GEO). Media agencies must change guidance on discoverability as AI agents and LLMs perform research and decision tasks previously done by consumers and traditional search engines. Consumers increasingly use generative AI for information, advice, comparison shopping, entertainment, and conversational interactions, which reduces clicks to publisher and brand sites. Omnicom Media Group combined research and client recommendations to address these shifts and found that generative AI queries are now a substantial share of total searches, signaling rapid change in search dynamics.
Read at Digiday
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