R/GA predicts brand pivot from SEO to ASO to optimise AI-driven search

US – As generative AI reshapes how consumers access information, advertising giant R/GA is helping brands increase their visibility with a new AI Search Optimisation (ASO) Platform.

Offering real-time diagnostics across ChatGPT, Perplexity, Claude, Gemini and more, the tool gives brands a critical edge by providing continuous benchmarking, sentiment analysis and AI-specific strategy recommendations.

With over a third (34%) of Google searches now generating AI summaries, according to LBB Online, and a sharp rise in reliance on zero-click results, Gartner predicts a 25% decline in traditional search engine volume by 2026.

‘R/GA’s AI Search Optimisation Platform provides us with actionable insights as we partner with brands to optimise and refine their visibility across emerging AI search tools,’ said Marc Williamson, director of marketing sciences at R/GA.

Spotlighting a key shift in e-commerce, AI agents capable of understanding taste and delivering personalised recommendations are emerging as the future of online retail.

We outlined the shift from keyword-based searches to dialogue-driven discovery in our Web Summit 2024: Seven Trends to Watch report.