TLDR: Ogilvy ANZ has launched ‘Generative Impact,’ an AI optimization tool designed to help brands build reputation and improve discoverability in AI-driven search environments. This offering combines PR expertise in earned media with digital experience optimization to ensure brands are cited as authoritative sources by Large Language Models (LLMs) and their content is structured for AI discoverability. The launch responds to a significant increase in AI tool usage in Australia and a shift in consumer information discovery habits.
Ogilvy ANZ has officially launched ‘Generative Impact,’ a groundbreaking new offering aimed at empowering brands to cultivate and safeguard their reputation while driving measurable outcomes in the rapidly evolving, AI-driven digital landscape. This innovative solution integrates the distinct strengths of Ogilvy PR’s expertise in earned media with Ogilvy One’s proficiency in digital experience optimization.
The core of Generative Impact lies in its dual approach. Ogilvy PR spearheads the ‘earned-led search’ component, leveraging its deep understanding of media relations and reputation building to navigate the complexities of AI search. Through a proprietary framework, this approach ensures that brands are recognized and cited by AI systems as trusted, authoritative sources. This is achieved by capitalizing on high-quality editorial coverage and third-party validation, which collectively influence how brands are presented in AI-generated answers.
Complementing this, Ogilvy One is responsible for ensuring clients’ websites are ‘AI optimized.’ This involves strategically structuring website content to maximize its readability, ranking, and recommendation by Large Language Models (LLMs). Key tactics include implementing AI-optimized structured data and schema markup, alongside developing content architectures specifically designed to enhance LLM discoverability.
Richard Brett, President of Ogilvy PR Asia Pacific, emphasized the significance of this development, stating, “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. 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.”
The launch of Generative Impact comes at a pivotal time, underscored by compelling market data. Recent findings highlight the profound impact of AI on consumer behavior, with a remarkable 57% of Australians now actively utilizing AI tools, representing a substantial 109% increase in just one year. This trend signals a fundamental shift in the information ecosystem, as consumers increasingly turn to AI for recommendations, insights, and brand discovery.
Further research reinforces this paradigm shift. A July 2025 Pew Research Center study indicated that search users are significantly less inclined to click on traditional links when an AI summary is presented in search results, directly impacting organic traffic and brand visibility. Moreover, a 2025 Ahrefs study revealed that 26% of 75,000 brands, despite strong performance in conventional search results, had no mentions in leading LLM query outcomes. The importance of third-party validation is also paramount, with research demonstrating that AI systems heavily favor such endorsements; an estimated 85% to 90% of citations in AI-generated answers originate from earned media. Additionally, when LLMs were queried about a company’s trustworthiness, 65% of the answers were influenced by editorial coverage.
Also Read:
- Otterly.AI Unveils Generative Engine Optimization Audit Tool to Enhance AI Chatbot Visibility
- Australian Marketers Anticipate Fivefold Content Demand Increase by 2027, Driven by Personalisation and AI Adoption
Ogilvy ANZ is actively collaborating with AI optimization partner Semrush on Generative Impact and is already piloting this innovative approach with several key clients, showcasing its immediate applicability and tangible benefits.
