By 2026, more than 50 percent of all search queries will be powered by AI, according to Gartner. Tools like ChatGPT, Claude, and Jasper AI are already reshaping how people discover and trust information. These AI systems don’t just deliver links, they generate full, human-like answers based on what they interpret as accurate, authoritative sources. And what shapes that interpretation? Your brand’s digital footprint.
A recent HubSpot study found that over 80 percent of users trust answers from AI assistants as much as – or more than – traditional search engine results. That’s a big shift. We’re no longer optimising just for Google; we’re optimising for how AI interprets reputation, relevance, and reliability. In this new landscape, credibility is currency, and PR is what earns it.
AI is rewriting the rules of visibility
Businesses can no longer rely solely on performance marketing or keyword tricks. AI is designed to cut through noise, downrank low-quality content, and amplify trustworthy, high-quality sources. This makes PR more than a complement to digital strategy, it’s a foundation.
A strong PR approach places your brand in respected media, builds backlinks from credible sources, and establishes third-party validation. These are exactly the kinds of signals AI is trained to prioritise. Visibility without authority is no longer enough.
In AI search, trust equals discoverability
AI tools scan not just your website, but every mention of your business across the web – media coverage, reviews, blogs, social content, and thought leadership. If you’re not showing up in these spaces, you risk being left out of the answer entirely.
The 2024 Edelman Trust Barometer reports that 68 percent of consumers say brand trust directly influences their buying decisions. In an AI-driven world, trust is no longer a soft metric but a ranking factor.
PR helps build that trust at scale through real stories, consistent messaging, and credible voices.
Beyond clicks, authority wins
PR positions your business as an expert voice through earned media, thought leadership, and strategic storytelling. It earns the kind of digital footprint that signals authority to AI.
Earned media also delivers long-term value: backlinks that improve domain authority, positive sentiment that influences perception, and content that reinforces your brand’s values. These aren’t nice-to-haves, they’re essential signals that AI uses to determine relevance and trustworthiness.
Clarity is your competitive edge
In an era where AI can amplify both facts and falsehoods at scale, misinformation poses a growing threat. Brands must be proactive in shaping their narrative, and PR is the most effective tool to do it.
PR allows companies to correct inaccuracies, manage risk, and tell their side of the story clearly and consistently. AI doesn’t just summarise what’s online, it interprets it. Without a coherent digital narrative, your brand story may be told inaccurately or not at all.
Strong brands will lead the AI search race
The brands that will win in this AI-led future are those that show up consistently as trusted voices. That means building a recognisable brand identity, maintaining a consistent message across channels, and aligning with issues that matter to your audience.
AI search engines evaluate not just what you say, but where and how often you say it. Brands that invest in long-term relationships with journalists, produce high-quality thought leadership, and engage meaningfully on topics like sustainability, ethics, or innovation will be the ones shaping search results and public opinion.
This isn’t just about search, it’s about business strategy
AI-powered search is not just another digital trend. It represents a fundamental change in how people find information, make decisions, and form brand perceptions. And in this new reality, reputation isn’t optional, it’s strategic.
PR sits at the intersection of digital and brand. It builds authority, amplifies trust, and helps your business stand out in an increasingly crowded and automated world.
Now is the time to make PR a central pillar of your digital strategy. Because in the future of search, it’s not the loudest voice that gets heard but the most trusted.
Looking for a trusted PR agency in Scotland to elevate your media strategy and secure your ranking in search engines? Get in touch with Represent here.