Why Earned Media Is Critical in the Age of AI Search

Artificial intelligence (AI) seems to be taking over… everything. And it definitely has its use cases, especially in industries like manufacturing, packaging, and the like. But we can all agree that AI-generated content rarely hits the mark. 

Generative AI platforms like ChatGPT are great for ideation, fleshing out strategies, and even competitor analyses. But when it comes to writing unique and informative text, AI will always come second best to a real human. 

Which is why AI search, the latest innovation that’s altering the way we gather information in online searches, is a point of contention. In this article, we’ll dive into AI search, what it is, its use cases, and pros and cons. But more importantly, we’ll uncover the ways earned media can help brands appear in AI-generated search results.

What is AI Search?

Have you Googled something recently? Of course you have. Google processes about 8.5 billion searches daily. 

But have you seen Google’s AI Overviews? These overviews are AI generated search results that appear at the top of the page. Google pulls information from various sources across the web and pulls it all together in one succinct result to answer the related search query.

According to Google, “AI Overviews appear in Google Search results when our systems determine that generative responses can be especially helpful — for example, when you want to quickly understand information from a range of sources, including information from across the web and Google's Knowledge Graph.”

Google further states, “AI Overviews show links to resources that support the information in the snapshot, and explore the topic further. This allows people to dig deeper and discover a diverse range of content from publishers, creators, retailers, businesses, and more, and use the information they find to advance their tasks.”

AI Overviews are just one example of newly minted AI search. Below is an example:

But Google isn’t the only company spearheading AI search, despite being responsible for 91% of the world’s online search market. Other AI search technologies are popping up in the market, including Bing, Azure AI Search, and Perplexity. 

One thing is certain: the way people search the internet is on the cusp of change. This means the way your brand shows up in search results will alter as well.

How Can Earned Media Help Your Brand Appear in AI Search Results?

Earned media is the most credible and surefire way of promoting your brand. It's the Forbes article you discovered on LinkedIn this morning featuring a new cannabis beverage. It's the podcast episode you listened to where an industry expert shared their best tips for packaging cannabis products. It's everywhere.

Since AI search engines will be pulling their information from the top sources, it’s never been more important for brands to focus on being featured in reputable publications. These outlets typically rank highly in traditional search engines due to their established authority. 

By leveraging public relations strategies to ensure your brand is included in product roundups, specialized guides, or articles on pressing topics, you can position your brand as part of the solution, directly benefiting from the content's strong search presence.

In other words, the more features your brand can be mentioned in, the more likely your brand will be offered as a solution in AI search generated results.

The Outlook of AI Search

Google’s AI Overviews launched in May 2024. In June, AI Overviews appeared in 11% of Google search results pages (SERPs). Today, that number has dropped to just 7%. This doesn’t mean AI search is on its way out. In fact, Google plans to improve its AI search capabilities.

Plus, according to Search Engine Land, search intent plays a role in whether AI Overviews appear:

• Increases: “Best,” (+50%) “what is,” (+20%), “how to” (+15%) and “symptoms of” (+12%) queries are more often to trigger an AI Overviews

• Decreases: “Vs” (-20%), brand-specific (-15%), general product (-14%) and lifestyle-related (-12%) queries trigger AI Overviews less often.

Moral of the story: a strategic public relations program is vital to ensuring your brand:

1. Secures earned media coverage in quality publications with high authority and visibility

2. Has the greatest potential to show up in AI search results

3. Reaches the right audience at the right time

Let’s chat about how we can help you manipulate AI search to bend in your favor. Get in touch with us to learn more.