T
he way businesses show up to the public is changing. As artificial intelligence continues to reshape how people search for and consume information, communications leaders are seeing the need to adapt alongside rising technologies. Brand visibility is now increasingly dependent on where – not how – companies position themselves in this ever-evolving digital landscape.
People are turning to generative AI as a search engine for fast, query-specific responses. In a recent article by Gartner regarding 2026 communications strategies, it’s stated that “AI-powered chatbots ChatGPT (+608%) and Perplexity (+262%) experienced exponential year-over-year traffic increases between 1H24 and 1H25, while traditional search engines Google (-1%) and Bing (-1%) are trending slightly down, despite retaining the traffic advantage.”
This means that ensuring your business shows up in AI chat responses is more important than ever.
But which strategies help organizations effectively adapt to this change in consumer behavior? The answer is earned media, which is fueling visibility through Generative Engine Optimization (GEO).
Let’s imagine a potential customer asks their preferred AI platform the following query: Which car manufacturers have the best sustainability practices?
The AI platform will name the most trusted, and openly discussed, companies in the industry, often pulling information from validated editorial sources.
According to Muck Rack, 82% of links cited by generative AI now come from earned media — online placements in articles, blogs and digital news outlets. The number speaks for itself: a business committed to earned media is far more likely to show up in search queries and will therefore beat out its competition in customer decision-making processes.
Strong public relations efforts are now about discoverability just as much as reputation. Companies that invest in telling their stories through strategic media placements create a digital footprint that is easily recognizable by generative AI, which can then cite and amplify organizational messaging, compounding visibility and increasing brand awareness.
That’s why Gartner cites PR as the top place communications leaders are considering budget increases.
Generative AI will continue to shape how people research and form opinions on companies. Through thought leadership, expert commentary, and strategic media placements, brands can ensure they are a part of the narrative.
Ready to increase your organization’s visibility in this ever-evolving market? Full Tilt’s public relations team is here to help. Contact us today to learn more.
