Sydney, 17 September 2025:Â Ogilvy ANZ today announces the launch of Generative Impact, a pioneering new offering designed to empower brands to build and protect their reputation and drive outcomes in an increasingly AI-driven world.
Combining Ogilvy PR’s expertise in earned media with Ogilvy One’s strength in digital experience optimisation, this innovative solution directly addresses the seismic shift in how audiences discover information, and how Large Language Models (LLMs) source and present it.
Understanding that LLMs increasingly favour content from authoritative media editorial and trusted social sources, this offering unlocks new potential for earned media in the AI-powered search era. In collaboration with AI optimisation partner Semrush, Generative Impact guides the strategic development of editorial content, web content and communications, ensuring it is precisely tailored to enhance brand and organisational prominence within LLM-driven information discovery.
This earned-led authority is then combined with technical discoverability. So, when people ask AI for advice, an organisation has the best chance of being included in the answer. Generative Impact thus combines two critical elements into one unique offer:
The launch comes as new data underscores the profound impact of AI on consumer behaviour, with 57% of Australians now actively using AI tools – a remarkable 109% increase in just one year. This trend signifies a fundamental change in the information ecosystem: consumers are increasingly turning to AI for recommendations, insights and brand discovery. Further highlighting this shift, a July 2025 Pew Research Center study revealed that search users are significantly 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,” said Richard Brett, President of Ogilvy PR Asia Pacific. “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.”
Generative Impact directly tackles the issue that brands, despite their inherent expertise and value, remain largely invisible to AI systems. A 2025 Ahrefs study found that 26% of 75,000 brands had no mentions in leading LLM query results despite strong performance in traditional search results. Research further shows that AI systems heavily favour third-party validation, with as much as 85 to 90% of citations in AI-generated answers originating from earned media, and when asking LLMs ‘Is [company] trustworthy?’ 65% of answers were impacted by editorial coverage.
Ogilvy ANZ is already piloting the Generative Impact approach with key clients, demonstrating its immediate applicability and tangible impact.
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