Publicis Media HK names new AI search lead

Publicis Media Hong Kong has appointed Lars Maehler (pictured) as head of AI search and generative platforms, reflecting the agency's belief in the growing importance of AI-driven search.

A spokesperson from Publicis Media Hong Kong told MARKETING-INTERACTIVE that the appointment recognises the work Maehler has already been leading in this space, as generative engine optimisation (GEO) becomes increasingly central to how brands connect with consumers.

In his new role, Maehler will continue to work closely with clients to navigate the evolving search landscape as discovery increasingly shifts toward AI-powered platforms. He will continue to report to Lawrence Yang, CEO, Publicis Media Hong Kong.

Prior to his new role, Maehler served as client lead at Publicis Media, where he led the early-stage development of agentic marketing systems and AI visibility strategies for key clients across APAC. A member of the Publicis regional AI council and an active contributor to the GEO Centre of Excellence — a regional practice bringing together GEO leads across APAC - he has helped brands move beyond traditional search engine optimisation (SEO) into GEO, including vendor partnerships, new KPI frameworks and custom agent workflows that turn AI from a cost centre into a revenue engine.

At Publicis Media Hong Kong, Maehler helped to build and scale the SEO division into a regional hub. He led the shift from traditional SEO to GEO, pioneering strategies to optimise brand visibility in large language models and AI-generated summaries.

Earlier in his career, Maehler served as head of partnership ecosystem at the Web3 Marketing Association, building strategic alliances across the emerging Web3 and digital marketing landscape. He played a key role in launching the organisation's flagship initiatives and expanding its network of agencies, brands and technology partners across Asia-Pacific.

Maehler also served as general manager at First Page Digital, where he scaled the agency during the COVID-19 pandemic, growing the team from under 20 to over 80 people and securing the agency's largest digital marketing deal.

Don't miss: Publicis Groupe builds AI muscle in Singapore with new APAC hub

Amid this push, Publicis Groupe is doubling down on AI in Asia Pacific, having launched a new Singapore-based hub in April to develop and scale proprietary marketing technologies across data, identity, media and content. The initiative is backed by the Singapore Economic Development Board (EDB) and aligns with Singapore’s push to position AI as a strategic growth driver.

The hub serves as a collaborative environment bringing together engineers, strategists, creatives and product teams to develop AI-powered solutions for both regional and global markets. It also houses a dedicated research and development centre, focused on areas such as creative optimisation, content development, influencer marketing and media planning.

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