Published on: May 13, 2025 / update from: May 13, 2025 - Author: Konrad Wolfenstein
Google Dominance ADE? Brands in the Ki-Search World: Findings of the OMR 2025-Image: Xpert.digital
OMR alarm: AI represents the rules of the game of online search-brands need to know
Visible despite chatt & Co.? The OMR strategies for your brand in the Ki era
At this year's OMR Festival in Hamburg, which took place on May 6th and 7th, 2025, one topic was particularly the focus: How can brands remain visible in a search world that is increasingly dominated by AI? The following report summarizes the most important findings and strategies presented in various lectures and sessions.
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The revolution of the search landscape by AI
The way in which people are looking for information on the Internet is fundamentally changing. While classic search engines such as Google have so far dominated the market, AI-based alternatives such as chatt, perplexity and Gemini are becoming increasingly important. On the OMR 2025, it was clearly emphasized that AI changes search behavior on the Internet sustainably. Google is already responding to this by offering AI summits to certain search terms, which often makes further research superfluous.
Nicholas Turley, Product chief of Chatgpt and one of the star guests at the festival, emphasized the growing meaning of AI systems: "Many of us do not suspect what will be possible. Ki will become even more useful for us." Germany is one of the most important markets for Openai. This statement underlines the urgency for German brands to deal with AI search.
Fundamental differences in classic search
The new AI search engines work fundamentally differently than their traditional counterparts. While Google websites indexed and ranks according to certain algorithms, AI systems generate direct answers based on their training data and additional web sources. A crucial difference: These systems do not offer classic organic search results with solid rankings.
In a master class by the SEO company Claneo at the OMR Festival, it was emphasized that young people in particular no longer rely exclusively on Google, but are increasingly looking for various platforms such as AI and Social Media platforms. This makes SEO wider and more complex.
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New strategies for brand visibility in AI search results
The changed search landscape requires adapted strategies for companies. Several lectures at the OMR Festival offered concrete recommendations for action:
Continuous SEO practices remain important
From the experience with hundreds of search engine campaigns it became clear that companies that operate continuous search engine optimization also better cut off in perplexity and other AI search engines. The reason: AI search systems also use indicable and crawlable URLs to produce answers.
Building a trustworthy brand identity
Compared to other response machines, perplexity attaches particular importance to authority, reputation and trust a domain. This can sometimes lead to larger brands dominate the answers. It is therefore all the more important for smaller companies to build a strong brand identity.
In an OMR Deep Dive Session to “How Ki SEO revolutionized: GPT Search and Ai Overviews”, exclusive insights from a current SEO study with 2,000 respondents from Germany and the USA were presented, which analyzes the changed search behavior through AI-supported functions.
Optimization for AI search
Several specific measures were presented at the festival:
- Semantic depth instead of pure keywords: For AI-supported voice assistant and chatbots, companies should rely on semantic depth, technical readability and clear language.
- Clear structuring of content: For Google AI Overviews, website content, structural clarity and relevance are part of search intention.
- Define individual key phrases: Companies should ensure that your brand is associated with certain, repeated formulations throughout the web.
- Organic PR strategies: Articles, podcasts and mentions in trustworthy sources can improve visibility in AI search results.
Measuring and analyzing AI visibility
A challenge for marketing managers is the measurability of visibility in AI search systems. Various approaches were presented at the OMR Festival:
Specialized tools for AI visibility measurement
Otterly.ai was presented as an AI search monitoring platform for monitoring branded and content on new AI search platforms. The software is aimed at marketing and content teams who want to improve their visibility on Google Ai Overviews, Chatgpt and Perplexity.ai.
Self-analysis of AI visibility
Instead of waiting for external tools, companies can already test their visibility in AI systems themselves. LLMs are capable of dialogue and give consistent, structured answers if you have any questions. If you ask specifically, you can quickly recognize gaps or distortions in the representation of your own brand.
Challenges of AI search optimization
The optimization for AI search engines also brings difficulties:
Time delay to visibility
In contrast to classic SEO, chatt optimization is slow and associated with ambiguities. New content and mentions often only appear in Chatgpt after 6-9 months.
‼ ️🛑 We at Xpert.digital cannot confirm this. We have evidence that new articles and topics can be found in the AI search within a few minutes.
Restricted controllability
LLMs are not directly controllable as with classic SEO. Technical optimization is hardly possible, only long -term brand formation really helps. Google Ai Overviews are based on content “neutral” sources, but Google continues to pay attention to authorship, credibility and brand strength.
Future of AI search and implications for brands
Experts at the OMR Festival predicted that AI-controlled search functions will continue to increase. A Brightedge study presented during a session shows that perplexity searches increase by 40% per month. In addition, 60% of the quotes given in these searches overlap with the top 10 organic Google search results.
Google continues to test its AI overview, which is expected to overtake perplexity after the official introduction. However, the biggest changes will probably occur in the ranking criteria used, with more focus on contextual relevance, user loyalty and website credibility.
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The balance between AI optimization and authenticity
The lectures and discussions at the OMR Festival 2025 made one thing clear: AI search engines fundamentally change the digital marketing landscape. For companies, this means that they have to adapt their strategies without losing the authenticity of their brand.
The advice of the experts is: Anyone who thinks in answers today instead of only in keywords will remain visible tomorrow. Brands should not only rely on technical optimizations, but above all on trustworthy, current and semantically rich content that offer real added value for both human readers and AI systems.
The Ki-Search-Welt may bring new challenges, but it also offers opportunities for brands that are willing to look beyond the classic SEO plot and to develop a holistic content and brand strategy.
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Konrad Wolfenstein
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