The article argues that in the age of generative-AI and large language models (LLMs), brands can no longer rely solely on traditional search engine optimisation (SEO) focused on keywords, backlinks and ranking positions. Instead, the shift is toward “earned media” — third-party citations, mentions in news outlets, expert commentary, industry coverage — because AI systems increasingly prefer credible, independently verified sources when answering questions.
It emphasizes that when AI-driven search assistants respond to user queries, they often surface content from trusted editorial or earned-media sources rather than brand-owned pages or paid placements. For example, a study cited in the article shows that over 95 % of links referenced in AI responses originated from non-paid sources, and 85 % of those were earned media.
The piece also delves into how this evolution impacts brand strategy: companies must build authority and authenticity, not just optimise for search-engine algorithms. It suggests that being featured in respected publications, thought-leadership pieces, and expert commentary helps brands become part of the information ecosystem that AI draws upon, thus increasing the likelihood of being cited or surfaced in AI responses.
Lastly, the article forecasts practical changes for marketing and PR teams: measurement metrics should pivot from ranking and clicks to citations, third-party mentions and credibility signals. Brands are urged to integrate earned-media tactics more deeply, aligning with AI’s preference for authenticity rather than purely promotional content.
