The share of online searches happening through AI tools is growing at a rapid pace. At the same time, Google has begun including AI-generated answers directly in its search results. For brands that want to stay visible, this marks a major shift: it’s no longer enough to optimize for search engines alone. Now, it’s also about becoming a trusted source for AI platforms like ChatGPT.
This is exactly where PR plays a key role.
Large language models such as ChatGPT and Claude rely primarily on credible news media—not on social media, and not on SEO gimmicks. For companies that want to be recognized and prioritized by AI, strong editorial presence is becoming essential.
AI is looking for credible sources
That’s why media coverage—whether in trade publications, national outlets, or even local press—has never been more valuable. Professional journalists and editors are the ones curating stories that matter, and in doing so, they help train and guide AI systems.
Meanwhile, mass-produced content holds less weight. It lacks the credibility that earned media provides. Ironically, AI-generated content isn’t something these systems tend to use or trust themselves.
PR builds trust and authority
This shift makes traditional PR more relevant than ever. Media placements in trusted publications create a digital footprint that AI models notice, analyze, and reuse. Brands that regularly generate meaningful coverage—by offering real value and earning mentions in reputable outlets—become long-term reference points for AI.
In other words, good PR is now good AI strategy.
Time to think beyond clicks
To succeed in this new landscape, companies need to rethink how they build visibility. It’s no longer about catchy, click-optimized headlines or quick SEO hacks. The winners will be those who tell authentic stories and place them in the kind of publications AI models actually learn from.
By investing in thoughtful, long-term communication, a brand doesn’t just reach its human audience—it becomes part of the AI’s collective memory. Optimizing for AI means focusing on quality editorial content, rooted in time-tested PR principles.
Want to know how we can help you do that? Get in touch—we’d love to talk.
