Havas Red launches EchoWeave to help brands navigate AI-driven search visibility

Sydney, Australia – Havas Red has announced the launch of EchoWeave, a global specialisation aimed at helping brands strengthen visibility across AI-driven discovery platforms.

The initiative is designed to support communicators and marketers as generative AI tools increasingly influence how people search for information and evaluate brands. EchoWeave focuses on generative engine optimisation (GEO), a strategy aimed at improving how brands appear and are interpreted by AI systems.

The offering is spearheaded by teams in Australia and the United Kingdom and is powered by the agency network’s proprietary Brand Insights AI platform from Havas. According to the agency, EchoWeave is intended to provide organisations with tools to measure and improve brand visibility as AI becomes a primary gateway for search, comparison and decision-making.

The launch comes as search and discovery tools increasingly integrate generative AI. Platforms such as Google Search now incorporate AI-powered results, while conversational systems including ChatGPT and Microsoft Copilot are increasingly used as alternatives to traditional search engines.

EchoWeave integrates with Havas Red’s existing capabilities across public relations, social media, influencer marketing and experiential campaigns. The agency said the system is designed to help brands adapt communications strategies for an environment where both human audiences and AI systems shape discovery.

Among its features are tools for analysing brand visibility across multiple AI search models, monitoring visibility trends over time, identifying which sources are cited by AI systems, evaluating existing content for AI relevance, and identifying gaps in topic coverage where brands may be underperforming.

“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,” said 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.”

“The same question is coming from every CMO and communications leader we speak to: ‘How do we ensure our brand is accurately understood by AI?’” said Rachael Sansom, CEO, Havas Red Europe and U.K. “EchoWeave gives leaders a clear, data-driven path to turn that challenge into a practical plan they can act on today.”

The introduction of EchoWeave forms part of Havas Red’s broader expansion of specialised practices. These include CRed for creator and influencer engagement, Peaks for executive visibility and positioning, Red Impact for corporate impact and sustainability communications, Havas Red Health for health and wellness engagement, Industry by Havas Red for B2B communications, and Red Connect for content marketing.

According to the agency, these practices operate within Havas Red’s merged media model, which integrates earned, social, content and experiential strategies with data-driven storytelling. The model aims to reflect how audiences increasingly discover and interact with brands across multiple digital and AI-mediated channels.