The way that buyers discover brands online is changing, with brand exposure and traffic undergoing a metamorphosis. Generative AI and zero-click searches are changing the game; according to a 2025 report by Google, nearby 80% buyers said that AI models are affecting how they conduct research. Traditionally, SEO tactics like keywords and backlinks would be enough, but that is no longer the case. Instead, AI-powered systems and search engines now rely more on third-party content over brand-owned materials to rank results in a search engine.
In a world where generative AI and no-click searches are reshaping B2B buying habits, early indicators show that PR will remain highly relevant in a new way.
The importance of earned media
According to WebFX, 68% of all online experiences start with a search engine… and 90% of B2B buyers use search to guide their purchasing decisions. So, if a brand isn’t appearing in those trusted results, that brand is missing out on enquiries.
AI interprets natural language, and then produces its answers based on authoritative sources. This doesn’t align with traditional SEO, which relies on keyword density and backlinks. Because AI will respond to search enquiries by drawing information from validated sources like news outlets, analyst quotes and third-party commentary, a PR strategy must capitalise on that and focus on earned media.
The more consistent and contextual the language (and visuals) used, the better this will help AI systems recognise a brand as a trusted entity. Not only would this build long-term visibility (which has always been a goal of strategies like SEO), but this will also influence how AI understands the brand. With AI-driven search results becoming the new norm, that’s critically important – and so is earned media as a result.
PR strategy in the AI era
How exactly would one go about enhancing their PR performance in this new era?
While the value of placements in high-authority media outlets –whether local or international – has always been high, it’s never been as essential as it is now, because AI will refer to these domains and form its answers based on that content. So, when a buyer asks Google about products that a business may sell, the AI-driven search results could mention that brand by name. However, this will only occur if the business was mentioned in online content from which the AI algorithm behind Google search took its information from.
Building professional relationships is also just as important as ever – after all, this is public relations! Endorsement from analysts and influencers helps build brand awareness, and it is more likely than ever to benefit search result rankings too. Consequently, brands should focus on quality over quantity when it comes to Search Engine Results Page (SERP) visibility.
There is a new pattern developing here. Yet a lot of the same reasons as to why a PR agency is useful, and why PR campaigns can dramatically boost brand awareness, are the same as before. As we see from the significant impact that AI has had on search engines, the ‘how’ is always evolving. And understanding what makes results happen is important.
SEO or GEO?
SEO is growing into a different beast entirely when it comes to growing a brand. GEO – generative engine optimization – is the future. But it doesn’t have to end there.
The more innovative the strategy used to spread brand awareness is, the more successful it will be. Whether this takes the form of in-depth articles, case studies, FAQs, or leadership content, these are all very familiar landmarks in the field of PR and marketing – and they are just as important as ever (even if the GEO behind them may seem new). Social media websites like LinkedIn and Instagram also fuel the algorithm behind AI’s insatiable thirst for facts, so be sure to celebrate successes and milestones across social media and to reshare them whenever possible. An established social media presence provides credibility to decision-makers that will look up a brand after AI has recommended it to them. Ultimately, it is all a feedback loop of connection, innovation, and commitment to PR strategy.
One of PR’s greatest priorities now is about structuring data and content optimally for AI to notice it, understand it, and then suggest it when prompted by buyers asking AI for product and service recommendations. The circumstances may change, but PR will always be a force that elevates a brand’s discoverability and credibility, even in today’s AI-enabled search process.