For decades, Search Engine Optimization (SEO) was the North Star of digital visibility. Brands fought for keyword rankings, backlinks and technical site health to earn a coveted spot on Google’s first page. These top ten listings on Google first shifted from optimizing content to the search engine’s algorithm to aligning content to customer intent.  

Now, the landscape is shifting again with the integration of AI into search engines. Artificial Intelligence (AI) is not just enhancing search engines; it’s redefining how content is created, distributed, discovered and trusted. And for PR professionals, the implications are profound.

From Keywords to Conversations

Traditional SEO tactics like keyword research, backlinks, and meta optimization remain useful, but they’re no longer enough. As AI tools like ChatGPT, Google Gemini, and Perplexity reshape how users search and consume information, the old SEO playbook is losing ground. Staying visible now requires a more adaptive, AI-aware content strategy.

Today’s users don’t just “search”; they ask. AI-powered interfaces respond with synthesized answers, often without showing a list of clickable links. ChatGPT alone had over 180 million users in 2024, and these numbers continue to grow as AI-enhanced searches become mainstream.

For PR teams, this means one thing: visibility is no longer about ranking first; it’s about being the source AI trusts.

Authority, Not Algorithms

AI platforms prioritize authoritative, high-quality content over SEO. While backlinks and domain authority still matter, context and credibility now rule.

Recent studies show that AI tools often cite sources based on:

• Consistency of messaging across multiple platforms
  
• Recognition from reputable publications
  
• Thought leadership, such as original commentary, interviews or data
  

This changes the role of PR for public relations professionals. It’s no longer enough to earn placements for visibility; you need to build a narrative that AI models can extract and trust.

Thought leadership has transitioned from a buzzword in 2018 to bridging trust gaps in 2019, to executives shifting towards becoming “social CEOs” in 2022, and now it is apparent that quality thought leadership is not only influential, but cements B2B brand trust. Of B2B decision makers, 73% trust thought-leadership content over marketing materials and product sheets, and 7 in 10 are more likely to have a positive attitude towards organizations that consistently produce high-quality thought leadership, reinforcing the importance of positioning executives as credible thought leaders.

The AI Layer: Amplification and Risk

AI can amplify PR messaging exponentially. A single quote or blog post surfaces in hundreds of AI-generated summaries, product reviews or research compilations. However, this also means errors, outdated messaging, or poorly framed narratives can spread just as quickly.

According to Gartner, by 2026, 80% of marketing and PR content will involve generative AI, which increases scale and scrutiny.

PR professionals must now manage not only the media but the AI memory of the brand. That includes:

• Monitoring how AI summarizes or represents brand content
  
• Correcting misinformation in training data or prominent digital sources
  
• Ensuring messaging consistency across interviews, blogs and press releases
  

What PR Pros Should Do Now

The challenge is knowing what to do to stay ahead of the AI trend. Saying we need to shift gears is nice, but unless you have a game plan, it won’t get you anywhere. We suggest including the following five items. 

1. Create authoritative content, not keyword-stuffed articles.
   Think thought leadership, research reports, op-eds and expert commentary. Formats that AI tools often use as primary sources because they typically have higher content standards.
2. Build relationships with high-trust publications.
   AI models weigh credibility, so being featured in outlets like Forbes, TechCrunch, or The New York Times carries more long-term weight than blog syndication.
3. Track your AI footprint.
   Use tools like Perplexity.ai, ChatGPT, or You.com to monitor how your brand and spokespeople are being mentioned or summarized by AI.
4. Optimize for voice and conversational search.
   AI agents and smart devices increasingly favor natural language queries. Align your messaging to sound like an answer, not a search result.
5. Educate your executives.
   Prepare your spokespeople to be AI-visible thought leaders through media training, publishing opinion content and updating LinkedIn profiles with clear, authoritative bios.

One example of the impact of thought leadership done right was Ivanti’s transition from a new brand that no one knew to an active industry voice on Patch Tuesday trends and cybersecurity issues through regular commentary and thought leadership pieces.  

The Bottom Line

As AI becomes the new gatekeeper of information, PR and SEO must converge around trust, authority and authenticity. The brands that thrive won’t just win at search; they’ll earn a seat at the AI table.

If you’re struggling with bandwidth or just don’t know where to begin, a public relations firm with experience developing high-quality leadership pieces and placing them in trusted outlets is a great place to start. Avista PR leverages thought leadership to tell your company’s story and position you as a leading voice in the industry. 

Contact Avista PR to discover how we can help you reach your audience in a meaningful way through thought leadership.