Half of Consumers Rely on AI for Key Decisions (Image Credits: Img-cdn.inc.com)
Generative AI has transformed into the internet’s primary entry point, where consumers seek instant answers and recommendations that shape their choices.
Half of Consumers Rely on AI for Key Decisions
Research revealed that half of consumers already used AI-powered search tools, with many preferring them as the top source for purchase-related queries.[1] This shift marked a departure from traditional search engines, as users received synthesized responses covering awareness, evaluation, and even conversion in one interaction. Industries like travel, financial services, and consumer goods saw 40 to 55 percent of shoppers turning to these tools for buying decisions.[2]
Brands unprepared for this change faced traffic drops of 20 to 50 percent from conventional channels. Even market leaders struggled, as AI drew from diverse sources beyond company websites, which accounted for just 5 to 10 percent of references.[1] Publishers, user-generated content, and affiliates dominated citations in sectors such as consumer-packaged goods. This evolution compressed the marketing funnel, blending stages that once unfolded sequentially.
Earned Media Fuels Trustworthy AI Outputs
A Muck Rack study showed that AI tools primarily cited links from journalistic outlets, industry blogs, and high-authority sites like Reuters and TIME.[2] Earned coverage emerged as the gold standard for credibility, directly influencing which brands appeared in AI recommendations. Communications ecosystems provided the bulk of verifiable data, making consistent media presence essential.
Yet challenges persisted: long lead times and editorial unpredictability limited scalability. Brands countered this by prioritizing outlets aligned with their audience, from global news for SaaS firms to trade publications for B2B logistics. Regional media proved vital for local businesses, as AI favored geographically relevant sources.[2]
Paid Media Accelerates Strategic Reach
Paid placements offered brands precise control over timing and messaging, ideal for fast-paced AI interactions. When combined with earned efforts, they created a unified front to dominate AI-trusted environments. AdTech platforms enabled systematic distribution, scaling PR like digital ads.
Contextual fit outweighed outlet prestige; niche relevance ensured citations in specialized queries. This synergy shifted PR from awareness-building to direct influence on consumer choices within AI responses.[2]
Key Strategies for GEO Success
Brands adopted Generative Engine Optimization (GEO) alongside SEO to boost visibility across AI platforms. Diagnostics assessed performance gaps, while content tweaks enhanced structure and credibility for large language models. Cross-functional teams tracked sentiment and citations in tools like ChatGPT and Perplexity.[1]
- Expand beyond owned sites to third-party publishers and communities.
- Audit AI outputs for accuracy and competitive positioning.
- Invest in authoritative earned coverage for trust signals.
- Leverage paid media for rapid, targeted amplification.
- Monitor evolving LLMs and adapt KPIs accordingly.
Key Takeaways
- AI search could drive $750 billion in U.S. revenue by 2028.[1]
- Non-owned sources dominate 65 percent-plus of citations in key sectors.
- Blended media strategies secure spots in compressed decision moments.
Brands that integrated earned and paid media positioned themselves at the heart of AI-driven discovery, ensuring sustained relevance as search evolved. What strategies is your organization pursuing in this AI landscape? Share in the comments.
