Hong Kong – Assembly has announced the rollout of Stagwell Search+ across the Asia-Pacific region, a system designed to help brands monitor and influence how they appear in AI-driven search environments as consumer discovery increasingly shifts toward generative search experiences.
The launch comes as search behaviour evolves from traditional link-based queries toward AI-generated answers. According to the company, APAC has become a leading region for adoption of AI search tools, with 78% of users reporting weekly usage. As a result, AI-generated responses are increasingly shaping brand discovery and consideration before users visit websites.
Assembly said the new offering is intended to address how brands appear within AI-generated answers rather than simply focusing on search rankings or clicks. The system reflects what the agency describes as a shift away from treating search as a standalone channel toward a broader ecosystem spanning paid, owned, earned and shared media.
The complexity of this transition is particularly pronounced in the Asia-Pacific region due to the fragmented landscape of large language models and the diversity of languages and cultural contexts. As different models may interpret and present brands differently, marketers face the risk of inconsistent or inaccurate representation across AI platforms.
Stagwell Search+ was developed by Assembly in partnership with emberos and is powered by what the companies describe as the industry’s first agentic operating system designed for AI search. The platform monitors how brands appear across multiple AI models and languages, while measuring how changes across content, media and digital channels influence brand visibility.
Rather than automatically making changes to platforms, the system uses AI agents to guide human decision-making, enabling marketing teams to adjust strategies while maintaining oversight of brand messaging and experience.
The platform is currently integrated with AI models from companies including OpenAI, Google’s Gemini, Perplexity AI, xAI’s Grok, and Anthropic. Assembly said additional integrations with regional platforms such as DeepSeek are planned later this year.
“AI is already making brand decisions without marketers in the room – and in APAC, that challenge is amplified by language and cultural complexity,” said Yi En Chye, VP of Experience and Activation, APAC at Assembly. “Success is no longer defined by rankings or clicks, but by a brand’s ability to secure share of prompt. Stagwell Search+ gives brands the visibility and control they need to compete in this new environment.”
