As Ads Hit AI Search, HUNTER: Hi⁵ Bets on Proof and Context

Thought LeadershipIndustry News
Written By Michael Lamp

If you work in PR or marketing, you can feel the ground shifting under search.

Generative AI is quickly becoming the default interface for discovery. People aren’t just “Googling” anymore; they’re asking ChatGPT, Gemini and Perplexity what to buy, what to cook, what to wear or which doctor to see. Now, those same AI systems are beginning to integrate ads directly into the answer experience.

On the surface, this all sounds familiar: search + ads = performance. But what’s happening under the hood is much bigger, and it’s why we chose this moment to launch HUNTER: Hi⁵, our GEO framework for communicators and marketers to win in the agentic era.

Because as ads hit AI search, we’re betting on something deeper than media plans: proof and context.

Continue reading at CommPRO.

Michael Lamp

Michael J. Lamp is Chief Digital & Social Oficer at HUNTER and an advisor to Ragan’s  Center for AI Strategy. Since joining the agency in 2008, he has helped build HUNTER’s  digital ofering from the ground up, founding its Social & Digital Media Group in 2011 and leading integrated PR and digital work for brands such as TABASCO, Diageo, Kenvue,  Amazon and Kraft. Named to PRWeek’s 40 Under 40 and PRSA New York’s 15 Under 35,  Michael now leads HUNTER’s GEO service and developed HUNTER: Hi⁵, an agency  framework focused on how AI agents and information layers are reshaping PR and brand  discovery.

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