AI is changing search – and elevating reputation PR

Ronelle Bester | Founder and Account Director | Red Ribbon Communications | mail me |

Public Relations (PR) is more crucial than ever in the age of Generative AI (GenAI) and Large Language Models (LLMs). AI-driven search engines no longer just scan social media or reviews – they prioritise authoritative, editorial content. This shift is redefining online reputation and elevating PR’s role in shaping brand credibility.

The AI revolution in web search

Recent research from HardNumbers highlights a striking trend. When it comes to assessing a company’s reputation, AI prefers mostly editorial content (61% of AI’s research sources), owned media, customer review sites and analyst reports. The traditional “sources” of what brands thought their reputations were measured by (industry awards/acclaim), books by company executives, studies and even social media, now represent less than 8% at most of what AI uses to answer questions like “Is [company name] trustworthy?”. In fact, social media itself drives less than 1% of what AI uses for its answers.

This insight underscores a shift to a world where quality journalism and expert analysis have become the digital fingerprints of brand authority – and now even more so.

At the same time, breakthroughs in AI generative search are rapidly accelerating the rate of change. As detailed in a recent Technology Review article, the evolution of these search engines is not simply about retrieving information – it’s about interpreting context, nuance and credibility from a vast digital landscape. The result? A smarter, more discerning web where the sources that matter are those with proven expertise and trusted narratives.

New reputational benchmark – editorial content

For brands, particularly those in the B2B tech sector, this transformation carries profound implications. Editorial content is emerging as…