How Is AI Influencing Online Search and News?
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Editor’s note: This article originally appeared on the author’s LinkedIn page and is being republished with permission.
If you’re in PR and communications and not paying attention to what artificial intelligence (AI) is doing to search and news, you’re in for a rude awakening.
AI-powered search isn’t just tweaking the game — it’s in the process of rewriting the rules.
From how publishers decide whether to allow AI to crawl their content, to how your clients or company get discovered, this shift will change the way PR pros operate in 2025 and beyond. AI-powered search will reshape how companies and clients get visibility — and PR and comms pros need to adapt quickly. Here’s what’s happening, why it matters, and how you can stay ahead.
1️⃣ Search Engines Are the New Gatekeepers
Tools like Google’s Gemini and OpenAI’s SearchGPT prioritize aggregated content from trusted publications over individual websites.
Your beautifully optimized website? Irrelevant if AI search decides it’s not worth surfacing. Websites alone won’t be enough without other high quality owned content, such as leader driven social media, appearances at respected public events and conferences, and, of course, securing earned media.
2️⃣ Publishers Deciding If They’re In or Out
Big outlets like The New York Times and Wired are currently opting out of AI crawlers to protect their IP, while others allow it for traffic. PR pros need to strategically target outlets that feed AI models — because your story only gets told on the likes of SearchGPT if the outlet carrying it is in the AI ecosystem.
3️⃣ PR Is Even More Crucial for the New SEO
Placement in trusted media is no longer just about audience reach; it’s about ensuring AI search engines authentically and accurately pick up your client or company’s narrative.
Strong media relationships will be the difference between AI surfacing your story and leaving your brand out of the conversation — or even worse, misconstruing it.
4️⃣ Crises Are on a New And Faster Clock
AI prioritizes recency and credibility, so your crisis response needs to be swift, transparent, and authoritative.
A slow or ineffective reaction could leave misinformation embedded in AI models, compounding damage to your brand’s reputation.
3 Things PR and Comms Pros Need to Do Right Now
- Focus more on media outlets that AI trusts. Build deeper and non-transactional relationships with publications and reporters already working with AI search to ensure your stories are seen.
- Closely monitor AI trends. Stay ahead of updates on tools like Gemini, SearchGPT, and Perplexity so you can adjust strategies as more info emerges.
- Be proactive with publishers. Understand which outlets allow AI crawling and how that impacts your clients’ visibility. This is going to change rapidly in the coming months.
The Bottom Line
AI search isn’t just changing how people find information — it’s going to force PR practitioners to immediately rethink how we interact with media, manage crises, and position brands for discovery. This is an underrated but important trend that will accelerate in 2025 and beyond.