Jules Lavin, Senior Director 

For years, the Search Engine Optimisation (SEO) playbook taught us that links are the currency of search. Build enough high-quality backlinks, and Google would reward efforts with rankings. Simple. 

But the playbook now stands incomplete. AI tools operate on an entirely different principle, and the currency isn't links, but mentions. Just last week I was booking a medical appointment and right at the top of the list of options of where I’d heard of the clinic was ‘ChatGPT’.   

The numbers tell the story of this shift. ChatGPT now processes over 1 billion messages daily, and its search features are still gaining popularity, 86% of B2B buyers say they would use AI tools in the purchasing process and 84% of buyers now trust AI tools to support their purchase journey. Meanwhile, Google's AI Overview feature launched in May 2024 has seen a huge shift in how search results appear, with Gartner predicting that 50% of search engine traffic will stem from Overview by 2028.stem from Overview by 2028. 

These aren’t distant predictions, but a growing reality. So how can brands catch up? 

The training data reality 

Large Language Models work by recognising patterns in text. When ChatGPT recommends a cybersecurity solution or Perplexity suggests a fintech tool, they draw from patterns learned during training. These patterns are built from how often brands appear alongside relevant concepts across trusted sources.  

Like Google, AI models don’t treat all sources equally. They heavily prioritise content from established, authoritative sources. Research reveals the most influential sources for AI training include major news publications like The Guardian, BBC or Financial Times, industry trade publications, Wikipedia entries, and established forums discussing professional topics. AI overlooks company blogs, LinkedIn posts and meticulously crafted landing pages in favour of objective, third-party validation.  

When journalists write about a product launch, industry trend, or CEO insight, they're creating foundational references that AI models will draw upon for months or years. A single feature in TechRadar or mention in an industry report can influence thousands of future AI responses. The truth is that traditional media coverage now serves dual purposes: reaching human readers and training the AI systems that will influence purchasing decisions. 

Strategic PR for the AI age 

The most effective approach combines traditional PR excellence with an understanding of how AI systems interpret authority. Brands must bolster their credibility in reputable trade publications, analyst reports and local media, and ensure that all external content reinforces the same core messaging. AI responds well to clarity and consistency. 

But it’s not just about placement. The content itself matters. AI loves statistical content, expert insights, and research findings. Instead of pitching generic product announcements, successful brands move the needle by developing stories around original research and survey findings, industry trend analysis with supporting data, expert commentary on emerging challenges, and detailed case studies with concrete metrics. 

The goal is to build. Consistent mentions across related topics strengthen a brand’s association with specific concepts. If a company operates in cybersecurity, regular mentions in discussions about data breaches, compliance, and enterprise security build the contextual relationships that AI models rely upon. 

Expert positioning becomes crucial in this landscape. AI tools frequently cite professional opinions and insights. Brands must position their executives as thought leaders through expert commentary in breaking news stories, contribution to industry reports and whitepapers, speaking opportunities at recognised conferences, and participation in expert roundtables. 

The first mover advantage 

While companies pour resources into traditional SEO and paid advertising, their prospects are increasingly turning to AI tools that operate on entirely different principles. A brand might dominate Google rankings for their target keywords, yet be invisible when prospects ask ChatGPT for recommendations, or rely on AI Overviews for quick explainers. 

The remedy isn’t revolutionary. It’s about firstly understanding how AI works and secondly recognising that the media coverage brands have always sought now has expanded influence. That thoughtful feature in a trade publication doesn't just reach human readers but becomes part of the knowledge base that AI systems draw upon when making recommendations. The expert commentary in a breaking news story doesn't just establish thought leadership, it helps AI tools to understand which brands to associate with which expertise.  

AI is already reshaping how prospects discover solutions. Now, the question is whether the leading brands will ensure their expertise and authority are represented when those AI recommendations are made. 

Looking to build a PR strategy that appeals to both prospects and AI alike? Missive is a B2B tech PR agency with deep expertise in emerging digital channels. Contact us to learn how we can help brands stand out in the AI-search era.