Don’t just shout into the void… make sure AI is listening

The continued rise of generative AI and Google’s shift towards AI-enhanced search is transforming how brands need to think about PR. Traditional tactics for building awareness and share of voice were already a challenge – now, the goalposts have shifted again.

In this new era, B2B tech organisations must not only compete for attention from journalists and audiences but also from algorithms. This means prioritising AI visibility. 

Giving content AI visibility

At its simplest, AI visibility is about ensuring your content can be discovered, understood, and surfaced by generative AI models and search systems. That requires a different mindset. Your company FAQ, for instance, is no longer just for customers directly visiting your website – it’s a tool to help AI systems extract structured, keyword-rich information about a brand or key industry topics people are searching for. Thought leadership content, product pages, and press releases need to be crafted with both humans and machines in mind.

But AI doesn’t remove the need for human connection (thankfully!). Strong media relationships are more important than ever. Journalists are still the gatekeepers of credibility, and coverage in respected outlets adds weight that both readers and AI systems notice. It’s time to double down on relationship-building, creating trusted links between spokespeople and journalists to generate meaningful, high-authority content.

A shift in measurement

Measurement is another area undergoing a shift. Traditional metrics like impressions and media hits don’t fully capture the value of AI-amplified visibility. What matters more now is how your content compounds over time. This includes how it shows up in AI-generated summaries and search snapshots. Brands need to adopt new tools and approaches to track how often – and in what context – their messages appear in AI-driven environments.

The key takeaway? A modern PR strategy must work for both humans and machines. Make your content structured, clear, and optimised for AI searching. Fostering genuine media relationships will also result in coverage AI systems will value.

On top of this, be ready to rethink what success looks like and how it’s measured. Whether we like it or not, visibility in 2025 is about much more than coverage hits and SEO.