AI Search Shift Elevates Importance of Branding

RADIO ONLINE | Monday, June 1, 2026 | 3:37pm CT

Cumulus Media and Westwood One

The rise of Google's AI-powered search results is reducing both organic and paid search traffic, making brand building more important than ever for advertisers, according to a new analysis from Cumulus Media | Westwood One's Audio Active Group.

In a new blog post, Pierre Bouvard, Chief Insights Officer for Cumulus Media and Westwood One, examines how Google's AI Overviews are reshaping online search behavior and argues that businesses can no longer rely solely on search marketing to generate customers.

The report cites industry research showing that branded searches are outperforming generic searches in AI-driven environments. Studies referenced in the blog found that branded queries associated with AI Overviews experienced increased click-through rates, while generic searches saw significant declines. Brands mentioned within AI-generated results also received more organic and paid clicks than those that were not cited.

The analysis points to comments from marketing executives and media leaders who report declining search traffic and rising costs to maintain visibility. Among them is Conde Nast CEO Roger Lynch, who said his company has begun planning its businesses under the assumption that search traffic will become only a small percentage of overall audience acquisition.

According to the report, AI search tools are transforming search engines from gateways that direct users to websites into destinations that provide answers directly, reducing the need for consumers to click through to publishers, retailers, and service providers.

Bouvard argues that the shift makes brand recognition and consumer trust increasingly valuable. The report highlights Steve's Pest Control in Columbia, MO, as an example of long-term brand building through AM/FM radio advertising. The company, which began with a single truck more than three decades ago, has grown into a market leader and achieved unaided brand awareness of 34% in local consumer research commissioned by the Audio Active Group.

The blog also notes that local awareness studies conducted across multiple U.S. markets found that "don't know" was often the leading response when consumers were asked to name businesses in categories such as roofing, plumbing, and chiropractic services, suggesting substantial opportunities for advertisers willing to invest in brand awareness.

The report concludes that as AI increasingly handles information gathering and purchasing decisions, upper-funnel marketing designed to create brand memories will become more critical. Citing marketing researchers and advertising executives, Bouvard contends that businesses must focus on becoming known and trusted before consumers need their products or services.

"The brand that's remembered is the brand that is bought," the report states, emphasizing that advertising's primary role is to create lasting memories that influence future purchasing decisions.

Read the entire blog post here.