An innovative solution from Omnicom’s designated commerce division uses reverse engineering of AI systems to elucidate the evaluation criteria for product content.
Flywheel, a prominent entity in commerce and technology solutions, part of Omnicom (NYSE: OMC) Integrated Media offering, has introduced its latest Generative Engine Optimization (GEO) capability. This strategic tool aims to help brands garner recommendations within AI-driven commerce experiences across major retailers such as Amazon, Walmart, and Target.
The GEO capability marks the newest addition to Omnicom’s global suite of services. This portfolio encompasses commerce, media, and public relations solutions, designed to enhance visibility and efficiency in AI search.
“As product discovery transitions toward AI-centric shopping experiences, brands must recalibrate their visibility strategies within these environments,” stated Alex McCord, CEO of Flywheel.
“Flywheel’s unique position at the crossroads of retail prowess, commerce intelligence, AI utilization, and expansive execution allows us to facilitate brands in optimizing for the dynamics of AI-powered commerce ecosystems.”
Transitioning from Search to Recommendation
Historically, brands relied on conventional Search Engine Optimization (SEO) techniques to boost their visibility in retail search results. However, the emergence of conversational AI shopping experiences has shifted the focus from merely ranking in search to enabling AI systems to make selections and recommendations.
While numerous brands continue to fine-tune Product Detail Pages (PDPs) for traditional search algorithms, AI systems have evolved to assess products through the lenses of contextual relevance, conversational vernacular, and consumer intent. Conventional SEO tools and manual evaluations frequently fail to enhance performance in generative AI environments.
“The discourse surrounding GEO is evolving expeditiously, yet brands cannot afford to remain passive,” remarked Mike O’Donnell, Head of AI at Flywheel. “Inaction could lead to products vanishing from AI-generated recommendations, thereby diminishing organic traffic and escalating reliance on paid media for visibility.”
Operational Mechanism of the GEO Capability
In essence, the approach involves reverse engineering AI systems to uncover the criteria by which product content is assessed.
Flywheel’s GEO solution integrates AI-driven auditing, content refinement, and continuous performance tracking within a unified workflow tailored for commerce platforms.
This capability scrutinizes PDP content across multiple retailers, benchmarking it against GEO best practices informed by AI behaviors, algorithms, and visibility indicators. It identifies deficiencies in content quality and relevance, and subsequently optimizes titles, bullet points, and descriptions using conversational language, practical use cases, targeted demographics, and functional advantages.
Moreover, the solution monitors downstream effects on traffic, conversion rates, and sales, and disseminates insights across SKUs and categories in accordance with brand and SEO protocols.
“What sets this capability apart is its emphasis on platform-native AI optimization,” emphasized O’Donnell. “We are synergizing content, AI discovery, and business outcomes within a singular solution that harmonizes auditing, activation, and measurement.”
Early indicators showcase promising results. During a recent pilot program for a beauty brand, Flywheel’s GEO capability facilitated a remarkable 56% growth in the portfolio and an 80% increase in clicks and website traffic after refining product descriptions to better align with consumer intent and AI recommendation paradigms.
Strategies for AI-Driven Commerce Optimization
Rather than concentrating solely on enhancing search rankings, Flywheel’s GEO capability aims to elevate products directly within AI-generated recommendations. The solution identifies absent content signals, including gifting context, target age group, materials, and safety information that shape AI evaluations of products.
“AI recommendation engines necessitate richer context than traditional search methods,” noted O’Donnell. “By fortifying these signals, brands can enhance the visibility and recommendation likelihood of their products throughout the shopping journey.”
In summarizing the value Flywheel contributes to Omnicom’s GEO solutions portfolio, Megan Pagliuca, Chief Product Officer at Omnicom Media, articulated: “By merging AI accuracy with extensive retail and category insights, Flywheel is enabling brands to swiftly adapt to the shifting commerce landscape and to make more astute decisions that foster growth across retail channels.”
ABOUT FLYWHEEL
Flywheel emerges as a frontrunner in commerce and technology solutions, integrated within Omnicom’s (NYSE: OMC) Integrated Media offerings. The company delivers bespoke services that combine specialized expertise with advanced software solutions, empowering clients to drive incremental sales, increase market share, boost profitability, and achieve measurable growth in commerce.
A leader across major marketplace platforms, Flywheel fuses global reach and influence with a client-centric approach to deliver significant business outcomes. Client success is paramount to the firm’s mission.
With a presence spanning the Americas, Europe, APAC, and China, Flywheel is lauded for the breadth of its retail media capabilities, providing value throughout the entire commerce ecosystem. The company helps brands navigate the evolving landscape of commerce through integrated solutions designed to accelerate growth and enhance performance.
SOURCE Flywheel Digital
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