Ogilvy ANZ introduces Generative Impact for AI search

Ogilvy ANZ has launched Generative Impact, a service designed to help brands strengthen their reputation and maintain visibility in an AI-driven information landscape. The approach combines Ogilvy PR’s expertise in earned media with Ogilvy One’s digital optimisation capabilities, supported by AI optimisation partner Semrush.

The offering addresses the growing influence of large language models (LLMs) on how audiences discover information. As these systems increasingly draw from authoritative editorial and trusted social sources, Generative Impact aims to improve the likelihood that brands are cited in AI-generated answers.

Generative Impact merges two components. Ogilvy PR leads the earned-led search element, ensuring brands gain validation through high-quality editorial coverage and third-party citations. Ogilvy One focuses on technical optimisation, structuring websites with AI-optimised data, schema markup and content architecture to enhance discoverability.

Richard Brett, president, Ogilvy PR Asia Pacific: "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. 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."

Recent studies highlight the shift in information consumption. A 2025 Pew Research Center survey found that search users are less likely to click on traditional links when AI summaries appear in results, directly affecting organic traffic. In Australia, AI tool usage grew by 109 percent in the past year, with 57 percent of consumers now actively using them.

Meanwhile, an Ahrefs study showed that 26 percent of 75,000 brands had no mentions in leading LLM queries, despite performing strongly in traditional search. Research also indicates that 85 to 90 percent of citations in AI-generated answers stem from earned media, with editorial coverage significantly influencing perceptions of brand trustworthiness.

Ogilvy ANZ is already piloting Generative Impact with clients across the region, aiming to demonstrate its impact on brand visibility and business outcomes. The agency positions the approach as a means of ensuring communications efforts translate into measurable authority within AI-driven platforms.

www.ogilvy.com.au

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