Although AI is undoubtedly disrupting the search market, the pace of change is varying by generation. In August, OMD Germany conducted a survey into how consumers search for products online. The results showed that while less than 11 percent of Boomers are ready to shop through AI engines, the figure rises to 30 percent for Gen Z, who are already using social media, Reddit and Pinterest, and video platforms for product discovery.
Kathrin Franssen, Chief Media Officer at OMD Germany, says this means brands need to rethink how they appear in search results, by adopting a conversational and multi-channel approach that mixes social media, AI platforms and traditional search.
In this interview, Franssen discusses the impact of this convergence on agency structures, how Reddit is disrupting the search market, and the shift from SEO to GEO (Generative Engine Optimisation). Filmed at DMEXCO 2025.
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