Havas Media builds AI discovery practice as search behaviour shifts

Havas Media Network is building a dedicated organic and AI performance practice in ANZ as consumers increasingly turn to AI platforms to discover and research brands.

The agency appointed Agata Adamczak as head of organic and AI performance, while Kunal Chakravarty has been named head of new business and marketing, ANZ.

Adamczak will sit within Havas' Consumer Science & Analytics team and lead a new practice combining organic search, content strategy, technical optimisation, data intelligence and AI-driven growth consulting.

Importantly, Havas is positioning AI visibility as a broader business performance issue rather than simply the next iteration of SEO, as brands increasingly need to understand how they appear in AI-generated answers and recommendations.

“The way people discover brands is changing, and that means the way we measure success has to change with it,” Adamczak said.

“Traffic and rankings will still matter, but they can no longer tell the whole story. Brands also need to understand whether they are being cited, recommended and accurately represented by AI systems, and whether that visibility is influencing consideration, conversion and revenue.”

Adamczak brings almost 20 years' experience across data, digital strategy and search, including roles at iCrossing, Performics, BrightEdge, Pattern, Botify and Dotdigital.

Chakravarty moves across from Havas People, where he led new business across APAC, and will oversee new business and marketing across Havas Media, Havas Play, CSA and Prose on Pixels in Australia and New Zealand.