AI Search Is Changing: Why Earned Media Matters More Than Ever

Search is no longer just about who ranks highest.

It’s about who AI trusts enough to recommend.

As consumers increasingly use ChatGPT, Gemini and other AI-powered search tools to answer questions, compare products and discover brands, marketers face a new challenge. It’s no longer enough to optimise your website – you need to build a reputation that AI can verify.

According to Ofcom’s 2025 Online Nation report, ChatGPT received 1.8 billion UK visits in the first eight months of 2025 – almost five times more than during the same period in 2024. The rapid rise highlights just how quickly AI is becoming a mainstream discovery tool for consumers.

And that’s exactly why earned media is becoming one of the most valuable assets in modern marketing.

AI doesn’t think like Google

For years, marketers have focused on climbing search rankings through keywords, backlinks and technical SEO.

Those principles still matter, but AI search works differently.

Instead of returning a page full of links, AI generates a single response, drawing information together from multiple trusted sources.

According to Gartner, 51% of consumers say their research habits have already changed because of generative AI. Among those, 38% now use more specific search queries, while 26% ask questions conversationally – fundamentally changing how brands are discovered online.

That’s a significant shift. The question is no longer “Can people find your website?”

It’s becoming: “Would AI choose your brand as the answer?”

Reputation has become a ranking signal

AI isn’t simply looking for information. It’s looking for confidence.

When AI encounters the same brand being referenced by respected journalists, industry publications, independent experts and credible research, it becomes far more confident that the information is reliable.

That’s why authority matters more than volume.

Ofcom also reports that around 30% of Google searches now display AI-generated overviews, while more than half of UK adults say they regularly encounter AI-generated summaries when searching online. As AI-generated answers become more commonplace, brands have fewer opportunities to compete through rankings alone and more reason to focus on building authority.

For marketers, that means reputation is no longer just a communications objective. It’s becoming a performance channel.

Why earned media has a new role to play

Traditionally, PR has been measured through awareness, reach and share of voice. Today, it contributes to something much bigger.

Every media interview, expert quote, thought leadership article, industry report and piece of editorial coverage creates another trusted source AI can reference.

Unlike advertising, earned media is independently validated. Unlike owned content, it carries external credibility. And unlike paid search, it continues building authority long after publication.

That’s why the smartest brands are starting to think beyond campaigns. They’re building evidence.

Brands need to stop publishing more – and start saying something worth repeating.

Many organisations have responded to AI by producing more content, but more content doesn’t automatically mean more visibility. In fact, the opposite may be true.

If every brand is publishing AI-generated articles saying the same thing, differentiation becomes increasingly difficult.

The brands that will stand out are those creating:

• Original research
• Proprietary data
• Expert commentary
• Unique perspectives
• Newsworthy campaigns
• Credible spokespeople

These are the assets journalists reference. They’re also the assets AI increasingly learns from.

As Ofcom notes, AI search is shifting users away from lists of links towards direct, AI-generated answers. For brands, this means becoming a trusted source is increasingly as important as simply ranking highly in search.

The future belongs to brands with evidence

This represents one of the biggest mindset shifts marketers have faced in years. Success won’t be defined by who publishes the most.

It will be defined by who builds the strongest reputation.

The brands that will perform best in AI search won’t necessarily be those creating the most content. They’ll be the brands earning the most credibility. AI doesn’t simply reward keywords – it rewards evidence.

That’s why digital PR, thought leadership, original research and earned media are moving from the communications plan into the core marketing strategy.

Because when AI decides which brands deserve to be recommended, it’s looking for something far more powerful than optimisation.

It’s looking for proof.

Marketing in the AI era is about earning trust

SEO isn’t disappearing. Content marketing isn’t disappearing. But neither can operate in isolation anymore.

The brands that will win the AI era will combine technical excellence with genuine authority – earning attention through expertise, consistency and trusted third-party validation.

Discoverability is no longer just about being searchable. It’s about being believable.

Want your brand to become the answer AI recommends?

At Nexus, we help brands build authority through earned media, digital PR, insight-led campaigns and thought leadership that strengthen visibility across traditional search and emerging AI platforms.

Get in touch to find out how we can help your brand earn the trust that drives discoverability – today and in the AI-powered future.

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