The power of public relations in the age of AI search

By now, most people will have used some kind of AI software either personally or professionally. The most popular and user-friendly interface in recent times comes in the form of the Large Language Model (LLM) ChatGPT. Its success is a testament to its ability to generate answers and content from a simple prompt in a matter of seconds. The same can be said for Google’s new AI snippets feature delivering tailored search results straight to the top of the page. 

Naturally, as communications professionals, we have to question the source and query the legitimacy of this information. As marketers, it raises uncertainty as to how clients and customers will find their way to businesses in a digital landscape shaped by algorithms rather than organic discovery.

The answer lies not in more technology but in a deeply human discipline: public relations.

The new frontier

In 2022, the UK government surveyed businesses and found that around 15% of all businesses were using at least one AI technology. In just a few years this number has soared and now the majority of UK businesses (68%) are using AI in some capacity.

Meanwhile in Q4 of 2024, Google’s CEO Sundar Pichai announced the company’s intention to invest $75 billion dollars to expand their AI and cloud capacity. A resulting ‘AI mode’ has been launched in the USA which eliminates the search results page we are all familiar with. Instead, links to search results are eradicated almost entirely and instead the user is offered AI-generated insights with a few links to sources.

Its popularity is only growing and the capabilities of artificial intelligence are accelerating as investment increases. But is everything moving a little bit too fast for the average person?

8,000 members of the public and 730 business leaders across five European markets were polled on their opinion of how AI is favoured between businesses and the general public. 79% of the business leaders felt that the public were positive about tech adoption like AI. However, less than half (46%) of the public actually were.

So, how are tools like ChatGPT and Google’s AI search impacting the way people search and how are they deciding which information to present?

A change in search behaviours

While traditional search still holds a favourable majority, there is a growing trend towards people using AI to answer their queries. In particular, Gen Z appear more likely to turn to generative AI to ask questions. As AI also becomes more integrated with our traditional systems, such as Google’s AI mode, this trend is likely to spread to older generations too.

In these early stages, it appears that the majority of the UK public don’t completely trust AI or feel they can rely on it solely for information but it’s not being counted out entirely. In fact, the first ever study conducted into the user experience (UX) of Google’s AI search discovered that when shown the AI overview, clickthrough rates were much lower. Users are scanning the first few lines of the overview they are receiving, and if satisfied, aren’t bothering to scroll down or click on links for further investigation. Where people are clicking through to traditional results, it’s Reddit, YouTube and forum websites showing a desire for real-world experiences or tailored information, something that AI can’t provide…yet.

This interesting push and pull that always comes with technological advancement is showing that users are both simultaneously dubious of AI generated search results while also taking some of the information at face value.

How will users find their way to your business?

Search Engine Optimisation (SEO) is always changing and AI search is just spearheading the latest evolution of it. Establishing backlinks into written copy acts as a trust signal to search engines like Google. It gives your piece credibility so their algorithm is happy to present to it to searchers. The more credible and SEO-optimised the piece, the higher you rank on the search engine results page. While this is likely to now change slightly, a preference for authoritative sources is sure to stay the same and that’s where public relations come in.

Firms who test client reputation with AI models have recently made an interesting discovery. AI models, such as ChatGPT and Google’s AI snippets, are drawing from authoritative publications to answer queries, particularly about brands, products and services. Trade journals, national news outlets and even local news outlets are all rightly considered reliable sources of information.

This could mean that for businesses who want to be noticed online, establishing yourself in the world of public relations has never been more important. Determining your expertise and trustworthiness through legitimate sources can go hand in hand with your existing marketing too. Even in a world of change, one thing rings true and that is the power of public relations to establish legitimacy and social proof. Human-interest stories for people seeking human answers in an increasingly digital world.

Talk to journalists. Create news stories together. Be quoted as an expert in your field or for sharing an industry insight. Each piece of content builds your brand authority and increases the likelihood of your name or company name being picked up by AI and delivered to users as the answer to their burning questions.

Earned media

While marketing trends come and go, public relations are steadfast in their position as reigning champion for earned media. Having connections to local or national news outlets, collaborating with journalists or industry experts is a certified way to build brand authority.

Now, it’s also a way to meet people where they are (whether they want to be there or not). Getting good press will see you featured in AI snippets and it’s a valuable way to market yourself regardless in tandem with social media and digital marketing efforts.

While it may initially feel as though traditional PR is taking a back seat in this transition, it’s actually at the forefront. This is unsurprising, as people like to stick what they know in periods of change.

The evolution of public relations

Communications are always evolving and now people want transparency and a voice more than ever. So, while we are seeing the increased and accelerated rollout of AI, users still have a choice in the media and information they choose to consume and the sources they decide to trust. It would feel amiss to ignore the fact that AI and the news can be biased but we may see more mention of this in the near future.

Giving customers or clients the information they need to feel informed, reassured, to understand and to ask questions, will help businesses thrive in the age of AI. In a world where people feel distrustful of wary of the ‘new’, don’t underestimate the power of tried-and-true PR.

DCA have been offering public relations services for over 25 years to clients in the South West and beyond. We are proud of our strong relationships with regional and national media and we understand what it takes to stand out, with AI or without.

Our public relations services extend to crisis communications and reputational protection. We can also advise on a long-term PR strategy that is aligned with your digital goals.  

Talk to us today to find out how we can futureproof your communications.