Generative AI is rapidly transforming how people search for and find information. Whether asking questions directly through ChatGPT, Claude or Grok, or finding AI-generated summaries at the top of Google and Bing search results—users are increasingly bypassing traditional search engines and relying on AI-curated answers.
This change presents a new challenge for marketers as companies are no longer competing for search engine results – they must now compete to be cited in generative AI responses. Generative engine optimization (GEO), optimizing content for AI-powered search engines, is growing in popularity as companies realize its importance. And at the center of it all – PR.
A recent report from MuckRack says that earned media coverage is the single most influential factor in whether a brand is mentioned in AI-generated results. Over 89% of links cited by generative AI tools come from editorial media coverage. Timelines matter too. AI prefers sources that have been published within the past year, making consistent PR efforts – not just one-off announcements – crucial for GEO.
We’re not surprised, but outlet quality is also important. It’s not just the number of articles a company has; reputable publications with a higher readership are cited more often in AI responses. Press releases also remain valuable, especially when written in clear, factual language that AI models can easily scan and interpret.
The bottom line – PR is more important than ever. If you’re not actively building media relationships and securing coverage, your brand risks falling behind as the new search economy is powered by generative AI.