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.”

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In the role, Chye will lead the development of Assembly’s experience and activation practice across the Asia-Pacific region. Reporting to Richard Brosgill, CEO of Assembly APAC, she will oversee the integration of creative, experience design, digital activation and delivery to support connected brand experiences aimed at improving brand performance.

Chye will also focus on strengthening Assembly’s approach to activation across channels, including driving adoption of the company’s proprietary STAGE Experience Engine. The remit includes embedding AI-enabled approaches to improve speed, relevance and measurement, as well as capability-building across APAC through learning and development initiatives and partner workshops, supported by Assembly’s global network.

She brings nearly 20 years of experience spanning SaaS platforms, in-house marketing teams and agency leadership. Assembly said this background provides an end-to-end perspective on aligning creativity, data and technology to deliver performance-driven marketing outcomes.

“Chye joins at a pivotal moment as the market moves decisively toward brand performance,” said Brosgill. “She combines strategic consulting rigor with the practical leadership required to translate innovation into execution – helping clients simplify complexity, move faster, and unlock new growth. Chye is a builder at her core, and we’re excited for her to raise the bar for experience and activation across APAC.”

Chye said her focus would be on using AI to enhance the effectiveness and accountability of brand experiences. “AI is expanding what’s possible in activation, making experiences more adaptive, personal, and commercially accountable. My focus is helping brands move beyond transactional engagement to create moments that resonate emotionally and deliver measurable impact. Assembly’s builder mentality, performance roots, and the flexibility of STAGE create a powerful platform for experimentation and scale. I’m excited to partner with our clients, and our global teams, to build what’s next.”

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