"What we were trying to get at is, what influences people, and then what is a brand supposed to do about it with that new information?"
"With all that new information, the kind of classic information asymmetry between sellers and, in this case, the brands and buyers (which is consumers), is gone... How do you get to machines so that the human that are using those machines (as in, generative AI), are positively influenced?"
"That is a higher intent signal of what people are asking. So we now have much higher intent than we had at just at keyword"
Omnicom is working with Google to develop a consumer prompt insights tool that leverages modern search signals to reveal deeper consumer intent in the AI era. Joanna O'Connell, chief intelligence officer at Omnicom Media, grounded the effort in research on the future of influence and the role of search in purchase behavior. The tool treats complex natural-language queries as higher-intent prompts rather than isolated keywords, capturing nuanced user needs and contexts. The approach aims to convert richer search-derived insights into actionable strategies for brands and to align generative AI interactions to positively influence consumers.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]