Ogilvy ANZ’s Generative Impact ensures brands appear as trusted sources in AI-driven search results and live LLM responses.
Ogilvy ANZ has introduced Generative Impact, a GenAI-powered optimisation tool designed to help brands remain visible in the era of AI-driven search. The tool addresses a growing challenge: despite strong expertise, many brands are invisible to large language models (LLMs) that increasingly shape how people discover and trust information.
The solution combines Ogilvy PR’s media expertise with Ogilvy One’s digital optimisation, ensuring content is both authoritative and technically discoverable by AI. Generative Impact uses editorial validation, structured data, and schema markup to ensure that when users ask AI systems for advice, a brand has the highest chance of being cited. Early pilots show that earned media and trusted coverage remain the most influential signals for LLMs, with up to 90% of AI citations drawn from such sources.
This comes as AI adoption accelerates. Over 57% of Australians now actively use AI tools, a 109% rise in just one year. Research shows that users are less likely to click on traditional links when AI summaries appear, creating direct risks for brand visibility. Generative Impact tackles this by guiding editorial strategy and web optimisation to increase the likelihood that brands appear in AI summaries and responses.
Richard Brett, president of Ogilvy PR Asia Pacific, said brands must adapt to this new landscape where reputation and visibility depend on how AI systems surface information. With Generative Impact, Ogilvy positions its clients as trusted voices in real-time AI answers, linking communications efforts directly to measurable business results.
