Havas Red Launches Tool For Brands Navigating Generative Engine Optimisation

(MENAFN- PRovoke) SYDNEY - Havas Red has launched EchoWeave, a global specialisation designed to help brands master generative engine optimisation (GEO) and secure visibility, credibility and influence across AI-driven discovery.

Spearheaded by Havas Red teams in Australia and the UK and powered by Havas' proprietary Brand Insights AI platform, EchoWeave gives communicators and marketers advanced capabilities to understand, measure and elevate brand visibility as AI becomes the primary gateway for how people search, compare and decide, it said in a statement.

Now that Google Search is AI-powered and generative chatbots such as ChatGPT and Microsoft Copilot increasingly double as search engines, EchoWeave enables brands to take control of how they appear and are interpreted within these environments.

Integrating seamlessly across Havas Red's PR, social, influencer and experiential capabilities, EchoWeave reengineers communications for a world where discovery is mediated by both machines and humans.

The tool delivers multi-model competitor insights to compare a brand's visibility against competitors across AI search platforms, visibility insights, citation and source analysis, content scoring and gap analysis.

“Generative AI is reshaping how people search, compare and make decisions, and no brand can afford to leave its visibility up to algorithms,” said James Wright, global CEO, Havas Red.“With EchoWeave, we are giving clients the ability to understand and strengthen how AI systems present their brand. This marks a fundamental evolution in how earned influence is built.”

“Large language models are redefining brand discovery,” added Steve Fontanot, commercial managing director, APAC, Havas Red.“EchoWeave gives communications leaders the clarity and intelligence they need to ensure their strongest stories are understood, trusted and elevated within AI-driven environments.”

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