The way consumers discover and evaluate brands is changing — fast. Today, it’s not just Google searches shaping opinions, but also AI-powered platforms like ChatGPT, Gemini, and Perplexity. These tools are becoming gatekeepers of information, and what they say about your brand depends entirely on what already exists online.
That’s why public relations (PR) is more critical than ever. Let’s break down how AI uses search, why SEO matters, and how PR ensures your brand shows up in the best possible light.
How AI Uses Google + SEO to Provide Answers
When you ask AI a question, it typically does one of two things:
- Draws on its trained knowledge (from data it has already processed), and/or
- Looks at search engines like Google to pull in the most relevant, optimized content.
What surfaces first in Google — and often in AI-generated answers — is determined by SEO (Search Engine Optimization). Factors like keywords, site authority, backlinks, and how well content matches user intent all influence what gets prioritized.
In short: AI relies heavily on search visibility and SEO when surfacing online information.
How Google & AI Work
- Google ranks content based on SEO: authority, keywords, backlinks, and credibility.
- AI tools rely on this same indexed content to answer questions.
- Together, they amplify what’s already visible and authoritative online.
If your brand isn’t visible in credible sources, AI and search engines won’t be able to validate it.
Where PR Comes In
PR creates the content that both Google and AI pull into brand searches. Strategic placements don’t just build buzz — they shape your digital footprint.
Here’s how PR helps with AI searches:
- Media Placements – Features in outlets like Forbes, Vogue, or Women’s Health rank high in search results and directly influence AI answers.
- Awards & Reviews – Wins like the Good Housekeeping Beauty Awards become authoritative proof points that AI cites back to consumers.
- Press Releases & Thought Leadership – Define the exact language and keywords that get indexed into search.
- Affiliate & Commerce Press – Boost SEO visibility through high-traffic sites that Google prioritizes.
Why This Matters for Brands
Without PR → Search engines and AI have little authoritative content to reference.
With PR → Every Google search and AI query reinforces your brand with trusted third-party validation.
The results are powerful:
- Drives Discoverability – Consumers find you in top results.
- Builds Trust – AI and Google highlight your brand in credible outlets.
- Influences Decisions – Shoppers are more likely to buy when they see “award-winning” or “as seen in [publication].”
The Takeaway
PR is no longer just about getting coverage — it’s about owning the digital conversation. Google and AI will talk about your brand either way.
👉 With PR, you decide what they say.