Marketecture: Get Smart. Fast. What AI Search Means for Brand Visibility: A Conversation with Omnicom’s Erin Lanuti
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May 12, 2025 In an insightful discussion, Erin Lanuti, Chief Innovation Officer at Omnicom PR Group, shares how AI is transforming brand visibility. She emphasizes the shift from traditional SEO to conversational AI, stressing the importance of accurate messaging to combat misinformation. The conversation dives into new marketing metrics and the role of micro-influencers in AI-driven landscapes. Lanuti also highlights proactive strategies brands must adopt to remain relevant in a rapidly changing consumer environment.
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AI Search Transforms Brand Visibility
- AI search creates direct narrative responses instead of just listing links.
- This makes brand visibility and accuracy in AI-generated content critical for consumer perception.
Brands Underestimate AI Search Risks
- Brands are very aware of AI but underestimate how much AI search changes brand representation.
- AI-generated answers can be inaccurate or omit leading brands, posing serious risks.
AI Personalization Fragments Brand Portrayal
- AI responses are highly personalized, causing fragmented brand portrayal across user profiles.
- Marketers face new challenges tracking and managing diverse AI-generated narratives.