Is Your Brand Invisible to AI? PR is Your First Line of Defense
I’ve spent more than (cough, cough) 20 years working in public relations, guiding brands through every imaginable shift in how people find and trust companies. I’ve seen national media splinter and break, social media come of age and watched as niche podcasts and hyper-targeted newsletters become increasingly valued as trusted news sources.
But I can honestly say that this moment – with the rise of AI-powered search and generative content – is different.
What’s Really Changing in Search
If you’re a founder or marketing leader, you might already sense that something has changed. Maybe your site traffic is declining. Maybe you’re wondering why your meticulously crafted blog posts aren’t driving leads like they used to. The culprit? AI-powered search tools like ChatGPT, Google’s AI Overviews and Perplexity.
Consider this:
ChatGPT alone now handles over 1 billion searches every week.
80% of consumers resolve 40% of their searches without clicking a single link, according to Bain & Company.
Google is layering AI-generated summaries right at the top of search results.
This is what’s called “zero-click search.” And it means that if your brand isn’t showing up in the snippets AI tools rely on, your story isn’t being told.
The Real Risk: Letting AI Fill in the Blanks for You
Here’s the part that should make all of us a little uncomfortable:
AI doesn’t necessarily pull from your own website. It assembles information from thousands of sources including news articles, blog posts, reviews, press releases and more before summarizing it for users.
If you don’t have a clear, consistent digital presence that includes credible third-party coverage (press placements!), high-quality owned content (bots can spot bots a mile away) and thought leadership (white papers, surveys, etc.), AI will simply cobble together whatever scraps it can find… and write your story for you. Sometimes that means outdated information, incomplete narratives, or a bland, undifferentiated description that does nothing to showcase what makes you special.
That’s why leaving up to AI to fill in the blanks is more than a missed opportunity. It’s a strategic liability.
PR: Your Strategic Visibility “Moat”
This is where PR becomes your brand's first and strongest line of defense. PR isn’t just about getting a glossy feature in a magazine (though we love those too). It’s about:
Establishing credibility signals that AI tools recognize and elevate
Shaping a consistent, authoritative narrative across trusted media outlets
Earning third-party validation that sets your brand apart from the competition
In short, PR is the moat that protects the castle of your reputation and ensures your brand's story is told the way you want it to be told – not the way an AI model pieces it together.
What You Can Do Right Now: A Visibility Audit
Before you panic, here’s your first step: run a visibility audit.
Open ChatGPT, Google Gemini, or Perplexity.
Search your brand.
Take screenshots of the top responses.
Ask yourself: Is this how I want my brand to be described? Are my differentiators clear? Is the information accurate and up to date?
If the answer is no, it’s time to get strategic.
Moving Forward: How PR Powers AI Discoverability
Once you know your gaps, here’s where to focus:
Earned Media: Secure features, interviews and mentions in respected media outlets
Thought Leadership: Publish original insights and perspectives that showcase your expertise
Consistent Messaging: Align your website, press materials and social media to tell the same compelling story
AI favors credibility, consistency and originality. PR is how you build all three.
Final Thoughts
AI isn’t going away. In fact, its role in shaping brand visibility is only going to grow. The question isn’t whether your brand will show up in AI search – it’s whether the version that shows up reflects your purpose, your expertise and your unique value.
If you’re not telling your story, AI will tell it for you. And trust me – there’s no way it will be as good.