A study by Eight Oh Two Marketing shows that 37 percent of consumers globally now begin their searches in AI tools rather than in traditional search engines such as Google. This points to a clear shift in how a purchase journey starts. In the long run, this means PR becomes more important—since media relations are the key to visibility in AI services.

The next step is already here: AI-integrated stores. Copilot Checkout was recently launched following ChatGPT’s integrated store. In these stores, users can shop directly within the AI tool, without having to leave the interface. The feature is currently available in the United States, but is expected to reach Europe in the near future.

PR increases brand visibility

This development raises a new question: how should companies ensure that their products and services are actually visible in these AI-driven environments? The question is similar to the one many asked when search engine optimization became crucial for digital visibility. The difference is that the purchasing process is now moving even closer to the very moment of search and decision-making.

As with SEO, however, it is possible to increase the likelihood of appearing in AI-generated recommendations. This requires a new way of thinking about content, structure, and sources for brands that are early to take advantage of these opportunities.

To increase the chances of being visible in AI-integrated stores and shopping agents, it is particularly important to:

• Ensure long-term visibility in credible editorial contexts, such as media outlets, guides, and product tests

• Formulate clear narratives that make the product or service easy to understand

• Create consistency in how the brand appears and is described over time

• Place products and services in the right context so they are perceived as relevant choices when AI compares alternatives

The importance of PR

In practice, this means that PR takes on a new and more business-critical role. When AI-integrated stores source information from open and editorial channels, visibility in credible contexts becomes decisive for which brands are recommended. Editorial mentions no longer function solely as brand-building efforts, but also as input for how products and services are evaluated and prioritized in these environments.

Here, PR plays a central role. Through strategic media relations, clear storytelling, and the right context, PR agencies help brands build credibility and presence—and thereby influence purchasing decisions.

Enzo Cavazza, intern at Agera PR