Storytelling in the Age of AI Search: How PR Shapes the Narrative That Machines (and People) Remember
There’s a saying in PR: if you don’t tell your story, someone else will. In the age of AI-driven search, I’d add a twist:
If you don’t tell your story, AI will make one up for you.
As a PR pro who’s spent decades helping brands craft narratives that resonate, I’ve never seen a more critical moment for storytelling. The rules of search have changed, but the need for a compelling, consistent brand story? That’s more important than ever.
The New Storytellers: AI Platforms
Today, when someone asks ChatGPT or Perplexity or (fill in the newest platform) about your brand, the answer they get isn’t just pulled from your website. It’s a blend of everything the internet says about you:
News articles
Blog posts
Customer reviews
Podcast appearances
Social media mentions
If your brand isn’t part of the conversation, the AI will fill in the blanks. And that’s how brands get reduced to bland, forgettable summaries.
Imagine a women’s health company with a deeply personal founder story and groundbreaking products. But if AI can only find a few scattered mentions and a product description, you end up with:
"XYZ is a supplement brand for women."
Instead of:
"XYZ was founded by a former nurse practitioner who saw a gap in prenatal nutrition and built a brand featured in The Bump and Fast Company for its science-backed approach to maternal health."
Which one would you trust?
PR: The Art of Narrative Authority
Public relations isn’t just about media hits or high-profile awards, it’s about owning your narrative in a world where both people and machines are listening. Through earned media, thought leadershipand credible third-party validation, PR does what SEO or paid ads alone can’t:
Injects your story into the digital ecosystem in authoritative, trusted spaces
Shapes the way AI models summarize who you are and what you stand for
Ensures your brand voice cuts through generic noise
When a journalist writes about you, or a podcast hosts you as a guest, or an industry site features your insights – that’s storytelling currency. And AI picks up on it.
Storytelling Tips for the AI Era
You don’t need to be an AI expert to future-proof your visibility. You need to be a storyteller. Here’s how to start:
Step 1: Clarify Your Brand Narrative
· What’s your origin story?
· What problem are you solving?
· Why should someone care now?
Step 2: Show Up in the Right Places
· Pitch your story to media outlets that cover your industry.
· Appear on podcasts that speak to your target audience.
· Publish opinion pieces or insights on platforms like LinkedIn or niche industry sites.
Step 3: Consistency is Key
· Ensure your website, social media, press releases and even your founder bio all tell the same cohesive story.
Step 4: Be Human, Not Robotic
· AI content generators are everywhere. But your lived experience, your mission, your unique perspective on your business and the market – that’s what makes your story memorable.
Final Thoughts: Don’t Let AI Wing It
If you’re not actively shaping your narrative, AI will piece together what it can find… and you might not like the result. As someone who’s helped countless brands find their voice, my advice is simple:
Be intentional. Be visible. Be unforgettable.
PR is your ally in making sure that when machines tell your story, they get it right. And when people hear that story, they remember why you matter.