AI-driven search signifies a fundamental change in the information ecosystem: consumers are increasingly turning to AI for recommendations, insights and brand discovery. In response, Ogilvy ANZ has unveiled a new offering, Generative Impact, in collaboration with AI optimisation partner Semrush, aiming to boost brand visibility and prominence within Large Language Model (LLM)-driven information discovery.
Using a proprietary framework and combining Ogilvy PR’s earned media with Ogilvy One’s strength in digital experience optimisation, it aims to ensure brands are cited by AI systems as trusted, authoritative sources.
In collaboration with AI optimisation partner Semrush, Generative Impact guides the development of editorial content, web content, and communications, ensuring it is tailored to enhance brand and organisational prominence within LLM-driven information discovery.
As traffic moves from traditional search to AI-powered product discovery, Ogilvy’s new offering responds to a growing concern for brands and agencies falling behind on search results, oftentimes for unknown reasons.
The approach leverages editorial coverage and third-party validation to influence how brands appear in AI-generated answers.
In short, when people ask AI for advice, Ogilvy aims to give organisations or brands the best chance of being included in the answer by tapping into this proprietary capability.
Ogilvy ANZ is piloting the Generative Impact approach with key clients to test its applicability and impact.
The launch comes as new data underscores just how significant AI is becoming for consumer behaviour, with more than half of Australians now actively using AI tools, a 109 per cent jump in just one year.
Ogilvy One ensures the client’s websites are AI-optimised. This means structuring the website so that an organisation’s content is read, ranked, and recommended by LLMs. This will be done by implementing AI-optimised structured data and schema markup, whilst also developing content architectures that maximise LLM discoverability.
A July 2025 Pew Research Center study revealed that search users are less likely to click on traditional links when an AI summary appears in the search results, indicating a direct impact on organic traffic and brand visibility.
“The communications landscape is undergoing its most significant transformation since the advent of social media. Generative Impact is our strategic response, ensuring our clients not only remain visible but become authoritative voices in this new reality,” Richard Brett, president of Ogilvy PR Asia Pacific said.
“In the AI era, a brand’s reputation is intrinsically linked to its visibility within these new algorithmic interfaces, directly influencing how brands are surfaced and cited in live AI responses. This is why Generative Impact ensures that our clients’ communications efforts directly translate into enhanced brand reputation and measurable business results by making them discoverable, trusted and recommended by AI,” Brett added.
Generative Impact seeks to tackle the issue that brands, despite their expertise and value, remain largely invisible to AI systems. A 2025 Ahrefs study found that 26 per cent of 75,000 brands had no mentions in leading LLM query results despite strong performance in traditional search results.
