Executive Summary
- AI discovery is changing how prospective clients evaluate businesses. Instead of relying only on a page of search results, they may ask an AI assistant to recommend a credible expert or service provider.
- A business needs more than keywords to be considered. Clear website content, accurate public information and current independent media coverage help establish what it does and why it’s credible.
- Strategic PR and SEO should reinforce each other. Consistent, relevant earned media can strengthen a brand’s public record, although no placement guarantees that an AI system will recommend it.
People aren’t just searching Google for recommendations anymore. They’re asking AI. They’re using ChatGPT, Claude, Gemini and other tools to research before they buy, trust and invest. And that changes everything about how you get discovered.
In my more than three decades of strategic PR experience helping brands build visibility, I’m seeing a widening divide between businesses with credible digital footprints and businesses relying on a website and hoping for the best.
That approach was never enough, and today it’s even riskier.
The difference between appearing and being recommended
Think about someone looking for a wealth management advisor. Instead of typing a few keywords into a search engine, they ask, “Who’s a trusted financial advisor in my area?”
That person wants a recommendation, not just a list of links. AI-powered tools may draw on web content, business information, reviews and published reporting to assemble a response. What those tools can access varies, and none of us can guarantee a recommendation. But we can influence the quality of information available about a business.
If you have useful content on your website but virtually no independent coverage, there may be less third-party evidence to support what you say about yourself.
PR is the credibility piece many businesses overlook
This is where earned media (PR) becomes so important. A journalist quoting your expertise or a respected trade publication featuring your work adds a layer of outside validation. It’s not your business saying you’re an expert. Someone else has decided your experience is worth sharing.
And one article from years ago isn’t a strategy. Just like you wouldn’t optimize your website once and ignore it forever, you cannot treat PR as something you did once and checked off your list. You have to continue showing up with relevant expertise.
In fact, Muck Rack’s 2026 research, based on more than 25 million links cited by ChatGPT, Claude and Gemini, found that approximately 84% of AI citations come from earned media. Journalism alone accounts for 27% of cited sources. The key is consistency. One and done is not going to cut it.
What to do now
Start with the questions your ideal clients are asking. Look at the answers that appear in traditional search and in AI tools. Then compare those results with your own digital presence. Are you explaining your expertise clearly? Do reputable sources support your positioning? Are your most recent accomplishments visible?
Build strong content on your website, look for legitimate opportunities to contribute expertise to relevant publications and share those appearances with the people who need to see them. Everything should reinforce the same story.
The takeaway
AI optimization isn’t optional anymore. The issue isn’t finding a trick that forces a chatbot to name you. It’s building enough clear, current and credible information that both people and search tools can understand why you deserve consideration.
That’s how you begin closing the invisible divide.
FAQ
No, but earned media can significantly strengthen your brand’s credibility and increase its chances of being discovered and recommended by AI. When reputable publications feature your business or quote your experts, they provide third-party validation that supports your authority. However, AI recommendations depend on several factors, including the platform, the question being asked and the sources available to it. Consistent, high-quality media coverage is an important part of building the credibility AI looks for.
Absolutely. SEO isn't going away. It's evolving. Traditional SEO helps search engines find and understand your website, while AI optimization builds on that foundation by strengthening your authority, credibility and visibility across multiple sources. The strongest approach combines technical SEO, relevant website content and consistent earned media coverage. It's not about choosing between SEO and AI optimization. You need both working together.
We recommend conducting an AI visibility report every month to understand where your brand appears, how AI describes your expertise and which competitors are being recommended instead. Regular monitoring helps identify gaps in your digital presence, uncover opportunities for stronger media coverage and measure whether your optimization efforts are working. Our team at CIM Inc PR can conduct this analysis for you, identify opportunities for improvement and help develop a strategy to strengthen your visibility over time.
There is no magic number. Start with the formats that make sense for your brand and test how your audience responds. A balanced mix can help you reach people in different ways without forcing every idea into the same format.
Next step:
If you want a social media strategy built around the right content mix for your audience, book a consult with CIM Inc PR.
Marisa Vallbona, APR, Fellow PRSA, is the founder of CIM Inc PR and a communications strategist with more than three decades of experience helping organizations build credibility and visibility through strategic public relations.
