Havas Red has launched EchoWeave, a new global specialisation aimed at helping brands navigate the shift to AI-driven discovery.
Developed by teams in Australia and the UK, the offering focuses on generative engine optimisation (GEO), giving marketers tools to improve how their brands appear across AI-powered search and chatbot environments.
AI reshapes brand discovery
The launch comes as platforms like ChatGPT and Microsoft Copilot increasingly act as search engines, alongside evolving AI-powered experiences within Google.
EchoWeave is powered by Havas’ proprietary Brand Insights AI platform and is designed to help brands understand, measure and improve their visibility within these environments.
From SEO to GEO
The toolset enables brands to analyse how they are represented across AI systems, track visibility over time, and identify gaps in content performance.
Capabilities include competitor benchmarking across AI models, citation and source analysis, content scoring for AI relevance, and prompt-level optimisation.
Global CEO James Wright said the shift marks a fundamental change in how influence is built.
“Generative AI is reshaping how people search, compare and make decisions, and no brand can afford to leave its visibility up to algorithms,” he said.
Building influence in AI environments
Commercial Managing Director for APAC, Steve Fontanot, said, “Large language models are redefining brand discovery”.
“EchoWeave gives communications leaders the clarity and intelligence they need to ensure their strongest stories are understood, trusted and elevated within AI-driven environments,” he said.
CEO Europe and UK, Rachael Sansom, added that brands are increasingly asking how to ensure accurate representation within AI systems.
“EchoWeave gives leaders a clear, data-driven path to turn that challenge into a practical plan they can act on today.”
Expanding capabilities
EchoWeave integrates across Havas Red’s broader offering, including influencer, PR, social and experiential services, reflecting a merged media approach to brand building.
The launch builds on the agency’s suite of specialised practices spanning creator marketing, executive positioning, sustainability communications and content.
Main image: (L to R) Will Turner, Steve Fontanot, & Elizabeth English