AI-driven search signifies a fundamental change in the information ecosystem: consumers are increasingly turning to AI for recommendations, insights and brand discovery. In response, Ogilvy ANZ has unveiled a new offering, Generative Impact, in collaboration with AI optimisation partner Semrush, aiming to boost brand visibility and prominence within Large Language Model (LLM)-driven information discovery. Ogilvy ANZ is piloting the Generative Impact approach with key clients to test its applicability and impact. Generative Impact seeks to tackle the issue that brands, despite their expertise and value, remain largely invisible to AI systems. A 2025 Ahrefs study found that 26 per cent of 75,000 brands had no mentions in leading LLM query results despite strong performance in traditional search results.