Plot twist: How AI accidentally made PR even more essential

Here's the thing about our robot overlords – sorry, AI assistants – they're incredibly smart, but they also regurgitate what already exists online. Ask ChatGPT about your groundbreaking startup, revolutionary product, or innovative service, and you'll likely get the digital equivalent of a blank stare. Why? Because if you're not visible online through quality PR coverage, you simply don't exist in AI's universe.

Think of AI as that friend who thinks they know everything about films but only watches Netflix. If a certain film isn't on the platform, they've never heard of it, no matter how brilliant it might be. Similarly, if your brand story isn't woven into the fabric of online content through strategic PR efforts, AI will treat you like a band that never made it to Spotify – talented maybe, but effectively non-existent to anyone under 30. Or Aston Villa football club at a trophy parade – no explanation needed!

This creates a fascinating paradox. As more people turn to AI for research, recommendations, and decision-making, the brands that have invested in digital PR suddenly find themselves with a huge competitive advantage. Every press release that got picked up, every thought leadership piece that was published, every media interview that went live are all now feeding the AI beast that's influencing purchasing decisions worldwide.

Meanwhile, companies with well-rounded marketing strategies are discovering an interesting gap. While paid advertising drives immediate results and social media builds community engagement, AI needs something additional to truly understand your brand. It craves substantive, credible content that establishes your authority and expertise; the kind of third-party validation and in-depth storytelling that comes from...wait for it...strategic PR. The most successful brands aren't choosing between these approaches; they're weaving PR into their integrated marketing mix to ensure they're visible across all touchpoints, including AI's growing influence.

The beautiful irony is that while everyone was worried about AI making human expertise obsolete, it's actually made human storytelling more critical than ever. AI can generate content, but it can't create the authentic narratives, genuine relationships, and credible third-party validation that effective PR delivers. Those press mentions, expert quotes, and industry recognition pieces have become your brand's insurance policy against digital invisibility.

So, to all the brands building their marketing strategies: the future is calling, and it's asking for a more complete picture. Because in a world where AI influences everything from investment decisions to consumer choices, being searchable by artificial intelligence has become critical to brand awareness. While your social media builds community and your ads drive conversions, PR creates the authoritative content foundation that makes you discoverable to AI. AI is not replacing PR professionals; it’s empowering them. Who saw that plot twist coming?