How is artificial intelligence transforming the way consumers discover brands and products online?

In this conversation with Beet.TV's David Kaplan, Ben Hovaness, EVP of Specialized Capabilities at Omnicom Group, discusses the rapid rise of AI-powered platforms, the evolution of digital discovery, and what marketers must do to remain visible in an increasingly AI-driven ecosystem.

Hovaness explains that AI platforms have become one of the fastest-growing channels in digital media, fundamentally changing the way consumers search for information and interact with brands. Rather than directing users to a list of links, today's AI systems increasingly generate comprehensive responses that synthesize information from multiple sources, creating a new paradigm for brand discovery.

A major focus of the discussion is the shift from traditional search to AI-powered answer engines. Hovaness describes how consumer behavior is evolving as users turn to conversational AI platforms to find products, services, and recommendations. This transition creates new opportunities and challenges for brands seeking to maintain visibility and influence within AI-generated responses.

The interview also explores the growing importance of owned, earned, and paid media working together. Hovaness explains that AI-generated answers often blend information from a company's website, social media channels, third-party content, and public relations efforts. As a result, successful marketing strategies increasingly require coordination across multiple disciplines rather than relying on a single channel.

Another key theme is Generative Engine Optimization (GEO), the emerging practice of helping brands appear accurately and effectively within AI-generated results. Hovaness discusses the need for holistic strategies that combine media, content, public relations, and commerce capabilities to ensure brand information is both accurate and discoverable.

The conversation further examines the challenge of accuracy within AI systems. Hovaness highlights the importance of monitoring how brands are represented across the digital landscape and ensuring factual information is consistently available across owned and third-party sources. He explains why managing brand visibility within AI platforms requires ongoing collaboration across multiple teams and disciplines.

Artificial intelligence agents are another major topic. Hovaness discusses the emergence of AI systems capable of performing tasks and making recommendations on behalf of users. As AI agents become more integrated into daily consumer behavior, marketers may increasingly need to consider how brands communicate not only with people but also with technology platforms that influence purchasing decisions.

The interview also explores how major technology companies are introducing new AI-powered experiences that make advanced capabilities easier for consumers to discover and adopt. Hovaness believes these developments could accelerate consumer adoption and expand the role of AI in commerce, search, and everyday decision-making.

Throughout the discussion, Hovaness shares insights on artificial intelligence, digital marketing, search evolution, brand discovery, generative AI, media strategy, consumer behavior, AI agents, and the future of advertising.

Disclaimer: Informational content only. NYSE does not endorse or recommend investments, strategies, companies, products, or services discussed.

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