TBWA Korea unveils ‘AIM by TBWA’ to dominate brand recommendations across generative AI

South Korea – TBWA Korea has launched “AIM by TBWA,” a modular marketing solution designed to assist brands in navigating shifting consumer behaviours driven by artificial intelligence.

To address “zero-click” AI searches, where consumers receive direct answers without browsing—AIM evaluates how brands are perceived in generative AI environments. The platform then builds targeted marketing strategies by combining search, community, shopping, and behavioral data.

AIM features a modular structure that allows brands to select individual capabilities or adopt its full seven-step process: diagnosis, strategy, media and PR, content, customer acquisition, CRM, and re-diagnosis. The cycle begins with Generative Engine Optimization (GEO), TBWA Korea’s proprietary brand diagnostic methodology. 

Commenting on the launch, Sue Lee, Executive Account Director at TBWA Korea and lead of AIM, said, “In addition to ‘For Human,’ the marketing communications approach we have traditionally used to build brand awareness and aspiration among consumers, we are now entering an era in which we must simultaneously research and execute ‘For Machine’—optimizing our marketing communications so that AI can accurately understand and recommend our brands.”

“As AI plays an increasingly influential role in how consumers discover and choose brands, we believe AIM will serve as a powerful marketing solution that captures the attention of both machines and humans and effectively connects brands with consumers,” added Lee.

Through AIM, TBWA Korea aims to connect strategy, media, PR, content, customer data, and CRM to provide an end-to-end service that maintains brand visibility across both human and machine channels.