Why the rise of AI search means high quality media coverage will be more important than ever in 2026 

The rise of AI search has created a seismic shift in the way people interact with the internet, how they research different topics, consume media, and shop online. 

This shift in behaviour has meant communications, digital, and specialist search agencies have all had to change their approach in measuring outcomes and success, but more importantly it’s meant landing earned media coverage is more important than ever to make your brand visible.  

AI Language Learning Models (LLMs) like Chat GPT, or Google’s Gemini, aren’t all seeing mystic sooth-sayers, in fact they’re the opposite, much of their informed views and research comes from sifting high-domain authority websites – in short they sift news sources to come to an informed view. Meaning the more your brand appears in respected news publications, the more likely they are to be cited by AI search. 

Adapting to this shift is no longer a luxury, it’s a necessity. Worldwide people are changing their relationship with the internet as AI chatbots become more advanced and reliable in their output. US pollster Claneo found 16–27-year-olds are increasingly favouring AI use over platforms like Bing and Google for research purposes, with 34% of Gen Z now treating AI chatbots like a traditional search engine. I mean, even I found this stat (and checked it) using AI.  

What LLMs mean for website traffic 

LLMs have not only changed how we access information, but how we interact with it too. Today’s online landscape is based on text provided in long-form conversations with AI, often never clicking out of the individual chat bot and interacting with its citations – an estimated 60% of online searches now take place this way, known as ‘zero click search’. 

This obviously raises a couple of issues for organisations looking to boost traffic to their individual sites. It’s no longer a guarantee users will go directly to a brand’s website to uncover needed information, instead they’ll converse with AI and that might be – like it or not- all the research they decide to do. The result is traffic to organisations’ website domains are down, and content impact has become harder to recognise by relying on traditional SEO metrics. 

Time to increase your PR budget?   

This shift has also meant paid search, like Google Ads, are taking a hit with earned media coverage becoming a more important part of the communications mix.  

Whilst most internet users are yet to move to an AI-first model of engagement, a growing percentage of online users are shifting –  and earned PR coverage needs to be part of your organisational shift too. 

Why being consistent matters for AI search   

How to respond is simple: organic visibility and media coverage will beat paid search every time in the eyes of AI.  

That’s because they quickly mop up the highest domain authority sources on the web to inform themselves about any given issue. That’s why at High-Rise securing both syndicated news coverage through our PR outreach together with targeted media coverage has been more important than ever in our communications strategies.  

AI-powered search hoovers up a lot, but frequent repetition wins. What do we mean by this? Having your key messages across multiple outlets and domains portrays a level of reliability and authority to AI search, meaning the more you’re associated with a topic and speaking on it, the more likely AI is to reference your organisation in search.  

In essence, if you want your company to be SEO-ranked for a specific niche or service delivery – the best and quickest way to be doing this in the age of AI search is to be quoted saying the same thing often and in a variety of respected media. 

How High-Rise is responding   

At High-Rise we’ve been early movers in recognising the need to adapt. Many clients are beginning to move away from relying on paid search and diversifying their communications approach, with Digital PR techniques combined with high authority earned media. 

By repeating key messages and associations at scale, our clients are performing more strongly in AI search. Statistics show people trust AI far more than traditional search engines. For better or worse, LLMs are seen as barometers of expertise and authority – and we are certainly doing our bit to make the results they fire back are more accurate. 

We’ve been getting ahead of the curve and employing PR techniques to integrate AI into communications strategies. 

With organic high-ranking media content becoming more valued, it’s some welcome good news in what is often a beleaguered media landscape. 

If your organisation is wants to know more about PR in the age of AI search – we’re here to help. Get in touch on 0161 706 1618, email [email protected] or fill in our contact form here.