Author: Megan Cuellar, VP Public Relations
As AI-driven search platforms rapidly evolve, positively influencing them has become a crucial tactic for effective brand building. AI-generated overviews already appear at the top of search results on platforms like Google, and OpenAI recently launched a dedicated search tool, SearchGPT. This creates an incredible opportunity for PR professionals to position brands for visibility and impact within these AI-dominated spaces.
But how do these AI platforms aggregate information? Where do their suggestions come from, and what steps can brands take to ensure accuracy and prominence within these powerful tools?
The Evolution of Search
For years, Google stood as the primary search engine. Then, social media changed the game. Now, tools like ChatGPT, Claude, and Llama represent a new frontier where more people are turning for fast, relevant information.
Building a Strong Foundation Through Knowledge
Many users are turning to AI-driven searches primarily for research and educational purposes. They’re looking to learn about complex topics and discover relevant recommendations. This makes understanding how platforms like ChatGPT gather and use information essential for effective brand influence.
Public-facing AI tools rely on data from several sources: reputable, high-domain authority websites (such as news outlets), web crawling of owned content (like company blogs), user-generated content (social media, forums), and third-party data providers. In Part 2 of this series, we’ll dive into specific PR strategies to boost digital presence, but one key takeaway here is that earned media—such as feature profiles, product guides, and expert roundups—often ranks highly and directly influences AI’s data pool.
How AI Uses Data for Responses
When users pose a query, AI platforms like ChatGPT rely on pre-existing data as well as current search engine results (news, blogs, and social media) to provide concise, accurate answers. This includes gathering up-to-date details and context that enhance the AI’s foundational knowledge base. The AI then selects, summarizes, and filters the most relevant information to deliver answers that incorporate recent events, specific details, and new developments.
Where PR Comes In
A well-executed PR strategy is vital to ensuring that a brand’s online presence is visible, accurate, relevant, and optimized. In this landscape, PR extends beyond earned media to encompass content creation, branding, and social media. Each of these elements contributes to how AI platforms perceive and present a brand.
Real-World Example
Consider an example query on ChatGPT: “What is the best electric scooter?” In response, ChatGPT might “pull” information from high-ranking sources such as news sites and reviews, drawing from multiple websites to generate its list. These results typically stem from the top-ranking pages in Google and Bing search results, which are often influenced by PR efforts.
The Bottom Line: Using PR to Positively Influence AI
Influencing AI-driven search is an emerging facet of PR that brands can’t afford to overlook. By leveraging earned media, branded content, and SEO-friendly web assets, PR professionals can help position brands positively on AI platforms that are increasingly shaping online search.
Stay tuned for Part 2, where we’ll cover the specific PR tactics that make the biggest impact on AI-driven visibility.
