Navigating Consumer Behaviors: A Guide to Gen AI Search for Marketers

Transforming Marketing in the Era of Generative AI

The digital marketing landscape is undergoing a profound change, and the latest report from Omnicom Media Group (OMG) sheds light on these shifting dynamics. As consumers increasingly turn to Generative AI (GenAI) for assistance during their purchasing journeys, brands face the challenge of adapting to this new model of information retrieval and decision-making.

The report titled "Generative Engine Optimization: The New Paradigm for Discovery in the GenAI Era" outlines how consumer behaviors are evolving, emphasizing the role of GenAI in shaping search marketing strategies. With 65% of consumers expecting their ideal answers from AI-generated overviews, embracing this shift is imperative for marketers aiming to maintain visibility and relevance in the market.

The Shift in Consumer Expectations

Today's consumers seek answers through AI, with many relying exclusively on AI overviews provided by search engines like Google. This expectation marks a departure from traditional search methods where users would typically click through multiple links for information.

The changing landscape is highlighted by the report's findings: 20% of respondents reported only using AI overviews for their queries, while 45% combined these with traditional search results. The implications for marketers are substantial; it's not enough to have a presence on the web anymore; brands must now optimize their information for AI-driven interactions.

The role of GenAI becomes particularly significant in the early phases of the purchase journey. For instance, 46% of consumers utilize GenAI for product familiarization, while 39% use it for option discovery. What’s more, as shoppers move into the decision-making phase, GenAI continues to provide valuable insights—with 17% of users citing that they have purchased products based on AI recommendations.

The Importance of Generative Engine Optimization (GEO)

To navigate this zero-click reality, Generative Engine Optimization (GEO) has emerged as a critical strategy for brands. GEO helps brands ensure their representation within AI-generated content, with marketers needing to consider how algorithms perceive and prioritize information. Thus, creating content that resonates with AI tools has become essential.

Joanna O'Connell, Chief Intelligence Officer at OMG and lead author of the report, stresses the importance of adapting to this new consumer behavior. “As GenAI transforms the experience of finding information, brands must recognize that consumers may often stay within AI summaries and SERPs, where AI recommendations act as the new word of mouth,” she notes.

The 4 Cs of a GEO Strategy

In response to the pressing need for adaptation, OMG has identified four strategic pillars to assist brands in implementing effective GEO strategies: Consumers, Content, Code, and Credibility. Each of these elements plays a crucial role in positioning a brand for success in the GenAI landscape.

1. Consumers: Understanding the shift from searching to questioning is vital. Brands must tailor content to answer specific consumer inquiries directly.

2. Content: Reassessing and restructuring existing content is necessary. This includes optimizing how information is presented so that it aligns with the queries made to AI systems.

3. Code: Making coding adjustments ensures that AI tools can accurately read and interpret the content, facilitating better indexing and retrieval.

4. Credibility: Establishing trust with AI systems is essential. This involves demonstrating that the information provided is reliable and valuable, thus fostering positive relationships with consumers who rely on AI.

Moreover, the report presents concrete examples of how OMG's GEO solutions—which are crafted in collaboration with specialists in content, commerce, and PR—have led to significant improvements in search visibility within a short span. Implementing GEO is described not as a straightforward solution but as a strategic process that drives measurable results.

Conclusion

The findings from Omnicom Media Group underscore the critical need for brands to adapt to the role of Generative AI in marketing. As the marketplace increasingly turns to AI for guidance, embracing strategies like GEO is essential for brands seeking to enhance their discoverability and influence in the digital space. The full report, "Generative Engine Optimization: The New Paradigm for Discovery in the GenAI Era," is available for download through Omnicom, offering marketers a comprehensive roadmap for thriving in this evolving environment.