Search behaviors are changing, and communications tactics will need to shift too. Nearly 72% of respondents to one survey stated they’ve used AI tools for search, but only 14% use them daily.
That gap between experimentation and daily use signals a shift in progress, not a passing trend. As AI becomes a more common layer in how people search, research, and make decisions, brands need to meet audiences where those behaviors are emerging.
That means getting the fundamentals right. A clear, differentiated story. A deep understanding of your audience—not just who they are, but how and where they consume information. With that foundation, you can deliver consistent, compelling messages across channels, from media to search to social, reinforcing credibility at every touchpoint.
Show up Strategically with Authority in Earned Media
Earned media is crucial for appearing in AI search, and it should be considered an essential component of generative engine optimization (GEO).
Ben Smith dug into how journalism can influence AI chatbots for Semafor. Mentions in authoritative publications can significantly influence how a large language model (LLM) perceives your brand.
Smith quoted our Orchestra colleague Ben Worthen, a former Wall Street Journal reporter, as saying, “Dealing with LLMs is ‘more like traditional PR than it is like SEO.’”
It’s not just about being mentioned in coveted tier one press like the New York Times or analyst reports (although these are still important) – trade publications can provide quality media coverage that positively influences how you show up in AI search, and are often easier to break through.
A strategic media program should strike a balance between quality and reach, placing spokespeople in high-impact conversations that build authority.
While LLM influence matters, it shouldn’t drive your entire strategy. Earned media remains vital for reaching core audiences, especially on niche topics. Don’t overlook emerging platforms like Substacks and podcasts—your message should resonate wherever your audience is listening.
Why a Unique POV Matters More Than Ever
When it comes to AI-generated content, it’s important to remember that AI is regurgitating, not creating. Most AI tools are designed to use what already exists, leading to a surge of increasingly generic owned content.
For years, SEO rewarded this kind of content. Generic, keyword-optimized pages performed well, even if they added little value. But with the rise of GEO, the model is shifting.
GEO prioritizes specificity and uniqueness. That means performance is increasingly tied to how well your content reflects a distinct point of view, whether that’s through data-backed reports, insightful blogs, or other expert analysis.
In this new environment, a unique POV also serves as a trust signal to readers. As AI-generated content becomes easier to identify, audiences and buyers are increasingly drawn to content that feels human, thoughtful, and intentional — the kind of content that AI can’t convincingly replicate.
Owned content that reflects these qualities will be what builds lasting authority, credibility, and trust for brands.
How Models Influence Search Results
An often-overlooked aspect of AI search is the built-in bias of the models themselves—Gemini, Llama, and ChatGPT—shaped by the tech giants behind them. Google, which created Gemini, also owns YouTube. Elon Musk owns both X (formerly Twitter) and Grok, his GenAI tool via xAI. Meta, behind Llama, dominates with Facebook and Instagram. These players aren’t just building search—they’re shaping the ecosystems that feed it.
We’re still early in the stages of understanding LLM search rankings, but one thing is clear: these models draw from a wide range of sources, often prioritizing content owned by their parent companies. That’s why consistent, clear messaging across all social platforms is essential to showing up in AI-driven search.
If you want to learn more about how AI search will change your brand’s online perception, reach out to us at [email protected].
