"AI platforms aren't just another distribution channel. They are quickly becoming the first place people go to understand who you are. These moments (the AI answers) are now part of your brand. And that changes the role of communications."
"Earned media isn't episodic anymore. It's structural. Instead of asking, 'Did we get coverage this quarter?' a better question is: 'If someone asks AI about our leadership, safety record or strategy, what sources will it rely on?'"
"A recent Muck Rack analysis found that most AI citations come from non-paid media, especially for 'recency' questions. What's written about you in credible places tends to stick."
AI platforms are becoming primary sources for brand perception, shifting the role of communications. Earned media is now seen as infrastructure rather than episodic coverage. The credibility of third-party reporting is crucial as AI relies on these sources for information. Communications leaders must rethink their strategies to ensure that their brand is represented accurately in AI responses. Identifying key stakeholder questions and analyzing AI answer engines are essential steps for adapting to this new landscape.
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