In the era of ChatGPT, Claude, Gemini, and whatever AI comes next, one thing is clear: if you’re not shaping your narrative, AI will do it for you.

And how PR influences AI has never been more critical. These bots don’t understand nuance, brand voice, or your latest innovation—they scrape the web and assemble whatever story they can find, whether it’s accurate or not.

This shift is happening now. A staggering 61% of Gen Z and 53% of millennials are turning to AI tools instead of Google to find information, according to Vox Media. And for the first time since 2015, Google’s global search market share fell below 90% in late 2024, according to StatCounter. Why? Because 42% of people say Google Search is becoming less useful, and 66% believe the quality of results is declining, making it harder to find reliable sources, per the same Vox Media survey.

Generative AI isn’t just changing how people search—it’s changing how they think about your company. Buyers, journalists, investors, and acquirers now turn to AI for answers before ever reaching your website. That’s why understanding how PR influences AI is mission-critical: it’s no longer just about media hits—it’s about owning your narrative in an algorithm-shaped world.

Seven Examples of How PR Influences AI

Here are seven ways PR directly influences AI—and why every company needs to care:

1. PR Feeds the Algorithms

AI models like ChatGPT are trained on the internet. Press coverage, blogs, analyst reports, and thought leadership pieces become training data. The more quality content about your brand that’s out there, the more likely AI is to describe you accurately—and favorably.

2. It Shapes What AI Says About You

When someone asks an AI tool to recommend the best solution in your industry, what does it say? PR shapes the digital footprint that AI pulls from. Without consistent messaging in high-authority sources, you risk being misrepresented—or left out entirely.

3. PR Improves AI Discoverability

Just like SEO, understanding how PR influences AI can shape when and where your company appears in AI-generated answers. Strategic PR helps train AI tools to associate your brand with the right categories, keywords, and differentiators—ensuring you show up in the conversations that count.

4. It Counters AI Hallucinations

AI isn’t perfect. It can confuse companies with similar names, make up product details, or misattribute quotes. It even sometimes makes things up out of thin air. PR reduces these risks by ensuring correct, up-to-date information is easily accessible online and across trusted sources.

5. PR Builds the Authority AI Seeks

Understanding how PR influences AI means recognizing that credibility matters—especially to machines. AI systems prioritize authoritative sources, so coverage in trusted publications and original content from recognized experts positions your company as a reference point for both humans and algorithms.

6. It Future-Proofs Your Brand Narrative

If you’re not maintaining a clear, proactive narrative, your story will be scraped together from outdated websites, random mentions, or even competitor copycats. PR puts you in control—so AI reflects your message, not someone else’s.

7. PR Influences Buying Decisions—Via AI

B2B and B2C buyers are already using ChatGPT for product research and recommendations. If you’re not showing up in those AI responses, you’re not just losing PR visibility—you’re losing revenue. Knowing how PR influences AI helps ensure your company makes the shortlist when it matters most.

In a world where bots summarize your company before a human ever visits your website, PR is no longer optional. It’s essential.

Key Takeaways About How PR Influences AI

• PR directly trains AI models: Press coverage, blogs, and thought leadership content become part of the internet corpus AI models learn from, influencing how your brand is represented.
• Media presence shapes AI-generated responses: Consistent messaging across authoritative sources determines whether and how your brand appears in AI tools like ChatGPT and Claude.
• Strategic PR boosts discoverability in AI outputs: By aligning your brand with specific keywords and categories, PR enhances the chances of inclusion in AI-powered product recommendations and summaries.
• PR combats misinformation and hallucinations: Accurate, authoritative content reduces the risk of AI generating incorrect or misleading information about your brand.
• AI-driven buying decisions demand strong PR: Buyers increasingly rely on AI tools for product research—being absent in those outputs means missed opportunities and revenue.

Partner with B2B Tech PR Experts Who Understand How PR Influences AI

At GMG, we help brands rise above the noise with PR strategies built for the AI age—boosting your visibility, credibility, and influence where it matters most: in the minds of people and the algorithms that shape their decisions.

Schedule a free consultation today. Let’s make sure the next time someone asks ChatGPT about your company, it gives the right answer.

Frequently Asked Questions (FAQ) About How PR Influences AI

How exactly does PR influence what AI says about my company?
AI systems rely on public digital content—like press releases, media coverage, blogs, and reports—to train and generate responses. A strong, consistent PR program ensures your company’s story becomes part of the data AI uses to describe your brand.

Why is consistent messaging important in the age of AI?
AI tools look for patterns and consensus. If your brand voice is fragmented across different outlets, AI may misrepresent you. Consistent messaging across earned media, thought leadership, and online content gives AI clear signals to follow.

Can PR really improve my visibility in AI-generated answers?
Yes. Just like SEO shapes search engine rankings, PR shapes AI visibility. Coverage in reputable outlets and alignment with the right industry keywords increase your chances of being cited in AI-generated recommendations and summaries.

How does PR help prevent AI hallucinations or misinformation?
AI sometimes confuses brands or invents facts when it lacks accurate data. Proactive PR fills the digital space with reliable, up-to-date content, reducing the risk of AI “hallucinating” incorrect information about your company.

What happens if I don’t invest in PR as AI adoption grows?
Without PR, AI will piece together your story from incomplete, outdated, or competitor-driven sources. That means you lose control of your narrative—and miss opportunities to shape how prospects, partners, and customers perceive you through AI.

About the author: Leah Nurik is the founder and CEO of Gabriel Marketing Group.