Transforming Media Buying: How Generative AI is Reshaping Search and Consumer Engagement

The landscape of media purchasing is undergoing a profound transformation, driven by the rapid rise of generative AI technologies. While many agencies and data platforms continue to unveil proprietary tools claiming revolutionary impacts, the true seismic shift is unfolding within the search ecosystem. This article explores how generative AI is redefining search behaviors, consumer discovery, and media strategies, offering fresh insights and actionable guidance for brands navigating this evolving terrain.

Generative AI: The New Frontier in Search Optimization

Generative AI has fundamentally altered how people seek information online, marking the most significant change in search behavior over the past two decades. The traditional model of typing queries into Google and sifting through links is giving way to AI-powered agents and large language models (LLMs) that provide direct, conversational answers. This shift challenges media agencies to rethink their client strategies to maintain visibility and relevance in an AI-driven discovery environment.

Recent research from Omnicom Media Group highlights that nearly 25% of all search queries now involve generative AI, signaling a dramatic evolution in how consumers interact with digital content. This trend is especially pronounced among younger demographics, for whom the phrase “Google it” no longer holds the same cultural weight it once did.

Consumer Behavior in the Age of AI-Powered Search

As generative AI becomes the primary gateway for information, advice, and product comparisons, consumers are less inclined to visit multiple brand or publisher websites. Instead, they rely on AI-generated summaries and recommendations, which compress the traditional purchase funnel into a more streamlined, yet complex, decision-making process.

A comprehensive study conducted in July 2023 surveyed 2,404 U.S. adults aged 18 to 72, revealing that 75% use some form of AI, with 46% engaging daily. Trust in generative AI surged from 37% in 2024 to 60% in 2025, while confidence in Google’s AI Overviews climbed from 44% to 68%. Notably, 65% of respondents expect AI Overviews to provide the answers they seek, underscoring the growing reliance on AI as a trusted information source.

Five Cultural Shifts Driven by AI Adoption

• Emotional Intelligence in Technology: Users now expect AI to understand and respond to their emotions, creating a “warm technology” experience.
• Blurring of Dreams and Reality: The gap between aspirational desires and achievable outcomes has narrowed, influenced by AI’s adaptive capabilities.
• Continuous Learning: AI systems evolve and personalize interactions based on user behavior, enhancing relevance over time.
• Ubiquity of AI: AI is becoming as essential and omnipresent as electricity in daily life.
• Unprecedented Personalization: AI enables tailored experiences at a scale never before possible, transforming consumer expectations.

Strategic Imperatives for Marketers in an AI-Driven World

To secure a prominent place in AI-generated responses, brands must master the art of “marketing AI.” This involves reimagining content, coding, and credibility-the “four Cs” emphasized by Michael Sondak, Senior Vice President and Head of Search at Omnicom Media Group (OMG).

Brands are urged to:

1. Understand Consumer Behavior: Analyze how users now ask questions and seek solutions rather than passively searching.
2. Audit Online Presence: Evaluate how AI chatbots and agents perceive and interact with brand content.
3. Revise Content Strategy: Update messaging to directly address the nuanced queries posed by AI-driven discovery engines.
4. Optimize Technical Infrastructure: Adapt website coding and metadata to align with LLM requirements.
5. Build Credibility: Establish trustworthiness through transparent, accurate, and authoritative information.

These steps are critical as AI collapses traditional search funnels, replacing multiple website visits with concise, AI-curated recommendations. Categories where AI-driven discovery is most impactful include travel (30%), groceries (25%), personal care (27%), household goods (23%), apparel (23%), and electronics (22%).

Industry Response and Emerging Trends

Leading brands are already embracing these changes. Eric Schwartz, SVP and CMO at The Clorox Company, emphasizes the urgency of adopting a continuous transformation mindset, driven by rapid experimentation and learning, to stay competitive in this dynamic environment.

Similarly, a recent report from performance marketing agency Net Conversion reveals that 45% of shoppers using AI-powered recommendations spend more time researching purchases and consulting multiple sources than they did a year ago. Younger consumers, particularly those aged 18-29, are the most frequent users, with 23% reporting regular use of AI tools during product research.

Contrary to earlier assumptions that AI simplifies decision-making, these findings suggest that AI encourages more thorough, informed shopping behaviors, complicating rather than streamlining the buyer journey.

Looking Ahead: Media Agency Forecasts and Market Movements

Forrester’s latest report projects significant shifts in the media agency landscape by 2026, including:

• Agency Consolidation: Major holding companies like Dentsu and WPP are expected to trigger numerous agency reviews, with 85% of U.S. B2C marketers planning media agency evaluations.
• Increased Media Investment: 81% of B2C marketing executives intend to boost media spending for enhanced cost efficiency and value, potentially impacting up to one-third of total agency billings.
• Job Market Impact: Automation and generative AI are predicted to double job displacement in agencies, reaching 15% by 2026.
• Shift in Creator Marketing: The sector is anticipated to move from media-dominated control toward creative and social agency leadership.

Recent Agency Developments and Industry Highlights

• WPP Media secured a strategic partnership with Maersk, leveraging EssenceMediacom’s Copenhagen base to enhance transportation sector media solutions.
• Interpublic Group (IPG) was named global agency partner for Bayer’s Consumer Health division, overseeing media, creative, and production efforts.
• Stagwell’s Assembly forecasts $10.1 billion in media spending for the 2024 U.S. midterm elections, marking a 15% increase over 2022.
• Mastercard launched Mastercard Commerce Media, a digital network connecting 25,000 advertising agencies with 500 million consumers.
• Travel Further, a London-based performance marketing agency, expanded by acquiring influencer marketing firm Saulderson Media.
• Cosmo 5, formerly Labelium Group, rebranded as an omni-channel marketing powerhouse.

Expert Insight

“A client recently expressed frustration with the limitations of the holding company model and the lack of agency options, even contemplating a complete restart of their marketing approach.”

Quick Updates

• Havas and Horizon Media surprised the industry by forming a new joint venture, signaling fresh collaboration trends.
• Digiday’s 2025 Media Agency Report, featuring insights from research editor Catherine Wolf and industry experts, offers a comprehensive outlook on media spending and CTV strategies for smaller advertisers.

As generative AI continues to redefine search and consumer engagement, brands and agencies must adapt swiftly to maintain competitive advantage. Embracing AI’s capabilities while addressing its challenges will be essential for success in the coming years.