As Consumers Treat AI Overviews as a Single Source of Truth, Generative Engine Optimization Becomes the New Standard for Discoverability

A new report from Omnicom Media Group (OMG), the media services division of Omnicom (NYSE: OMC), highlights the shifting consumer behaviors and attitudes driven by Generative AI (GenAI) and how they are reshaping Search marketing. The study outlines critical steps brands must take to remain discoverable in a digital landscape where Generative Engine Optimization (GEO)—which influences how AI perceives, processes, and prioritizes information—has become essential.

The report, titled Generative Engine Optimization: The New Paradigm for Discovery in the GenAI Era, is part of OMG’s ongoing Future of Search series exploring how cultural and behavioral shifts have transformed search marketing from a channel into a behavior. It reveals a rapidly evolving search ecosystem where consumers increasingly rely on GenAI for information, recommendations, and decision-making—often engaging in full conversations without visiting publisher or brand websites.

AI Overviews as the New Source of Truth

According to OMG’s latest research, 65% of consumers now expect their ideal answers to come from AI overviews—Google’s GenAI-powered summaries that appear at the top of search results. Additionally, 20% rely exclusively on AI overviews, while 45% use a mix of AI-generated and traditional search results.

Currently, consumers most often use GenAI during the early phases of shopping, such as learning about products (46%), discovering options (39%), or seeking inspiration (27%). However, 33% of respondents say GenAI supports them in the “deciding” phase of purchasing, and 17% report buying a product based on an AI recommendation.

“As GenAI transforms how people find and engage with information, brands must adapt to a world where users may rarely leave AI summaries or AI-infused Search Engine Results Pages (SERPs),” said Joanna O’Connell, OMG North America Chief Intelligence Officer and lead author of the study. “In this zero-click environment, visibility, citations, and sentiment are the new benchmarks. GEO ensures that when AI speaks, brands can influence how they are represented to consumers. Simply put, GEO enables brands to market to AI to increase their likelihood of being featured in an AI-generated response.”

The Four Cs of a GEO Strategy

To thrive in this evolving environment, OMG identifies four key pillars of a successful GEO strategy: Consumers, Content, Code, and Credibility.

“Consumers are no longer searching—they’re asking questions,” explained Michael Sondak, OMG North America Head of Search. “This requires brands to rethink their content so it provides direct, conversational answers. Code must be optimized for large language models (LLMs) to interpret correctly, and credibility must be established so that AI recognizes the information as trustworthy.”

The report also provides a blueprint for implementing a GEO strategy based on the four Cs, supported by case studies showing how OMG’s GEO solutions—developed in partnership with experts across content, commerce, and PR within the Omnicom network—have produced measurable gains in product display page (PDP) visibility, win rates, and content citations within weeks of activation.

“GEO is not an easy button—it’s a process,” Sondak emphasized. “But when applied strategically and consistently, it delivers tangible results for brands.”

The full report, Generative Engine Optimization: The New Paradigm for Discovery in the GenAI Era, is available for download here.

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