As we step into 2025, one trend is clear: generative AI (GenAI) tools like ChatGPT are no longer just experimental novelties—they’re fundamentally transforming how people search for information online. This evolution is reshaping PR practices, placing a greater emphasis on earned and owned media channels as essential content sources. 

Within consumers, GenAI tools are experiencing rapid growth, especially as search. In 2023, approximately 13 million U.S. adults used GenAI as their primary search tool. This number is projected to soar to over 90 million by 2027, indicating a substantial shift in search behaviors. In addition, this has the opportunity to change how third parties and influencers review products or services. A survey revealed that 62% of respondents have utilized ChatGPT or Google Gemini for researching products or services, reflecting GenAI's growing role in consumer decision-making. 

Implications for Earned and Owned Media

As GenAI tools become integral to search processes, they often source information from existing online content. This elevates the significance of:

• Earned Media: Positive media coverage and third-party endorsements can enhance a brand's visibility within AI-generated responses.

• Owned Media: Maintaining accurate and engaging content on platforms like websites and blogs ensures that GenAI tools access reliable information, thereby influencing the narratives presented to users.

Strategies for PR Professionals

This will create a new paradigm shift for online reputation management tools, which relied heavily on SEO and SERP to optimize a brand’s online presence. To navigate this evolving landscape and bolster online reputation management, PR professionals should consider the following strategies:

1. Enhance Content Quality: Develop high-quality, SEO-optimized content that appeals to both human audiences and AI algorithms. This approach increases the likelihood of your content being utilized by GenAI tools, thereby amplifying your brand's reach.

2. Monitor AI-Generated Mentions: Regularly assess how GenAI platforms represent your brand. Understanding the context in which your brand appears can inform adjustments to your communication strategies, ensuring accurate and favorable portrayals.

3. Invest in AI Literacy: Stay informed about advancements in GenAI and their implications for search and content dissemination. This knowledge enables proactive adaptation to emerging trends, ensuring your PR strategies remain effective and relevant.

   
   

The rise of GenAI tools in search signifies a pivotal shift in information consumption. By prioritizing earned and owned media and implementing strategic adaptations, PR professionals can effectively manage online reputations and maintain a competitive edge in this dynamic environment.

Is your brand optimized for GenAI search?