PR is largely about increasing brand awareness by creating visibility in the media. An increasingly important way to gain visibility today is to appear in AI tools such as ChatGPT. This is where PR has an important role to play.

Earned media—editorial visibility in established and credible media—carries significant weight for AI systems. When language models and search-based AI services determine which sources are trustworthy, they rely heavily on media outlets with strong credibility. This means that brands that frequently appear in journalistic contexts also have a greater chance of being visible in AI-generated responses.

In other words: good PR doesn’t just lead to media exposure. It also leads to increased presence in AI.

To succeed, however, content needs to be designed in a way that suits AI tools. In 2026, the most visible narratives will be those that are easiest for both humans and machines to interpret.

We are already seeing a clear shift toward:

• Bullet points that clarify key messages

• Clear headlines and subheadings that guide the reader

• Greater use of data, numbers, and concrete facts

• Direct, precise, and consistent language

It should also be added that this is not a matter of style. It is a matter of accessibility.

When content is easy to understand and easy to break down, it performs better in more contexts. Journalists can assess news value more quickly. Analysts can more easily reuse the information. And AI systems can identify, interpret, and reproduce the message with greater precision.

Contrary to what is sometimes claimed, it is not impossible to measure how brands perform in AI tools. On the contrary. Already today, it is possible to analyze which brands are most visible across different AI tools, how often they are mentioned, and in what contexts. It is also possible to see which sources AI systems rely on—and there it is always clear that earned media plays a decisive role.

Editorial media effectively function as quality filters for AI. Their high credibility makes them recurring reference points, reinforcing the value of being visible in those outlets.

The conclusion is therefore quite straightforward. PR is not just relevant in an AI-driven communications environment. It is one of the most effective ways to build visibility, credibility, and reach—for both humans and machines.