Generative AI (GenAI) environments such as ChatGPT, Google’s AI Overviews and Gemini, and Meta’s Llama have gone mainstream, and this shift has far-reaching consequences as consumers turn to GenAI for a myriad of use cases, notably brand discovery. Brands need a new strategic approach for this dynamic landscape: Generative Engine Optimization (GEO), a discipline designed to ensure discoverability and relevance in AI-powered environments.
Generative AI is Reshaping Search as Consumer Adoption Grows
According to recent proprietary Omnicom Media consumer research fielded to ~2,400 adults in the U.S., 75% of US consumers use some form of AI, and 46% use it daily. When it comes to search specifically, we found that 85% of people say GenAI has changed how they search. A whopping four-in-ten consumers say they have shifted most of their searches from traditional search engines to GenAI platforms, with Millennials leading the shift (55%). And the vast majority of GenAI users (81%) report having up to five exchanges with a GenAI engine on a single topic during a single interaction.
Beyond sharing that they use GenAI for a variety of reasons – principally for information gathering and entertainment – the surge in use is also improving consumer trust in these technologies. In less than a year, trust in Google’s AI Overviews jumped from 44% to 68%, and trust in GenAI more broadly rose from 37% to 61%. Verification remains important, though it has not significantly slowed adoption.
While trust has improved, privacy concerns persist – 49% of people surveyed believe their data and chat history may not be used ethically. Despite this, 77% have shared at least some personal information with GenAI chatbots, with younger consumers more willing to exchange data for personalized experiences.
GenAI Queries and Search Volume Grows as Leaders Emerge
Despite limited, opaque, and vague data from the GenAI platforms themselves, it is clear – based upon our own analysis – that GenAI Search is growing in usage. GenAI queries now account for up to 23% of global daily search volume, up nearly 200% year-over-year (and increasing daily). We estimate that ChatGPT commands 57% of global GenAI query share, while Google’s AI Overviews account for 41% (with the remainder split among other players like Perplexity and Claude — as of Dec 2025).
Advertising within GenAI environments is still in its early stages, but it is now scaling quickly. While only a small proportion of GenAI queries currently sit within fully monetized environments, platforms are moving rapidly to integrate commercial models. Google has begun embedding shopping ads and transactional functionality directly into its AI experiences, including Gemini, while broader testing across AI-powered search signals a clear shift toward native, intent-driven monetization. For brands, this marks a transition from experimental formats to an emerging, competitive advertising layer within AI-mediated discovery.
The Open Web: Navigating a Zero-Click Future
GenAI’s rise is disrupting the open web’s economic model. “Zero-click” searches – where users get answers directly from AI summaries – are reducing traffic to publisher sites, with U.S. news sites seeing a 15% year-over-year decline. Alternative models, such as revenue-sharing and consumer-choice tools, are emerging but remain unproven. The impact of declining traffic is likely to be felt by brands, if to a lesser degree, in the immediate term.
Generative Engine Optimization (GEO) is a New Strategic Imperative
GEO is the new baseline for brand discoverability in GenAI environments. Omnicom’s solution, AI Optix, applies these GEO principles through its integrated 5Cs framework: Consumer Behavior, Content, Code, Credibility, and Commerce. By combining these with Omnicom’s PR, Media, Commerce, and Content expertise, AI Optix converts GenAI search behaviors into precise, actionable interventions that strengthen visibility, authority, and performance across AI environments.
Conclusion and Recommendations
To thrive in the GenAI era, brands must:
- Adopt GEO and rethink SEO/SEM strategies.
- Expand measurement beyond clicks to include visibility and sentiment in AI outputs.
- Cultivate trust and data ethics.
- Prepare for zero-click behaviors and explore new revenue models.
Early adopters of GEO have seen tangible results, including increased product visibility and improved AI citations. As GenAI continues to transform discovery, brands equipped with GEO will be best positioned to lead in this new paradigm.
The Omnicom Media Report Generative Engine Optimization: The New Paradigm for Discovery in the GenAI Era , is available now