How AI is Transforming Brand Visibility

---

Artificial intelligence isn’t just changing how we search—it’s fundamentally altering the economics of attention, making earned media the new battleground for brand visibility.

---

The way people find information is undergoing a seismic transformation, but many brands haven’t yet grasped its implications. While marketers focus on optimizing click-through rates and attribution models, generative AI is quietly reshaping the economics of attention itself.

The signals are unmistakable. According to a new study from Pew Research, Google users are less likely to click on links when AI summaries appear in search results. When AI overviews are present, users click on traditional search results just 8% of the time, compared to 15% when no AI summary appears. 

In addition, consumers are more likely to end their browsing session entirely after visiting a search page with an AI summary. The Pew study found that 26% of users end their session when search results include an AI Overview, compared to 16% of users whose searches do not include an AI Overview. Other estimates of “zero-click” searches are closer to 60% after accounting for users who initiate a new search without clicking on any results.

The implication is clear: fundamental changes in communication and media strategy are needed. 

The Great Decoupling

This isn’t simply about declining click-through rates—it’s about the fundamental rewiring of information flow in the digital economy.

Historically, search impressions and clicks moved in tandem: when one increased, so did the other. That relationship has broken down in what is being called “the great decoupling”. Anecdotally,SEO professionals have seen a divergence in these trend lines that coincide with the launch of AI Overviews. This is confirmed by a new study which states that impressions are rising by 49% year-over-year, but click-through rates have dropped 30%. 

This phenomenon is being attributed to launch and growth of Google’s AI Overviews, which —according to my search that resulted in a Google AI Overview— now reaches over 1.5 billion users monthly, across 200 countries and 40 languages. When users get answers directly from AI summaries, they don’t need to visit external websites.

As a result, marketing and communications professions will need to adapt their measurement strategies to better reflect how their efforts are impacting brand awareness and perception.  

A Matter of Trust

Recent research from Attest is striking: 41% of consumers trust generative AI search results more than paid search results, while only 15% trust AI less than search ads. There are some demographic differences, however:

• Men are more likely to trust generative AI search results compared to women
• American and British consumers are more likely to to trust AI compared to Canadians and Australians
• Younger consumers (18-30) are more trusting than those aged 50+

This trust differential creates a strategic advantage for brands that appear naturally in AI responses versus those trying to insert themselves through paid placement. As AI-powered search grows, showing up in AI results becomes a more powerful strategy than relying on paid placements for visibility. 

The Earned Media Advantage

Since generative AI tools don’t utilize pay-for-play business models (yet!), earned media has taken an increasingly critical role for brands.  

A groundbreaking 2025 study by Muck Rack analyzed over one million links from AI-generated responses. Their findings are striking:

• Over 95% of AI citations come from non-paid sources, with 89% classified as earned media
• 27% of citations are from journalistic sources
• Half of all AI responses included at least one earned media citation

Thus, earned media is rapidly becoming the new battleground.

The Muck Rack study found that three things drive citation inclusion: Query framing, recency and outlet authority. While query framing (e.g., seeking advice vs factual knowledge) may be beyond the control of marketers and communications professionals, there are clear implications for the other two factors.

The Recency Premium

AI models, particularly OpenAI’s systems, prioritize fresh content for topical, opinion-based, or event-driven queries. This creates a “recency premium” where brands generating timely, authoritative commentary see outsized representation in AI responses. 

While traditional SEO focused on evergreen content optimization, AI search rewards brands that can quickly contribute expert perspectives to breaking news, emerging trends, and industry developments. The brands winning AI visibility are those with nimble communications capabilities that respond rapidly with credible insights.

The Authority Concentration Effect

Generative AI systems rely heavily on established news media, business publications, and reputable websites when assessing authority. High-domain authority outlets like WSJ, NYT, Reuters, and Bloomberg frequently appear in citations, while niche sites must establish particular expertise in their domains.

This creates an “authority concentration effect”—AI systems tend to cite established, credible sources, potentially amplifying influence for brands with strong earned media presence while marginalizing those relying primarily on paid placement. 

For smaller brands, this means building credibility by consistently sharing expertise. This can include thought leadership, original research, strategic opinions, and featured articles in Tier 2 and 3 outlets. Over time, this sustained effort can elevate their authority and increase the likelihood of being cited by AI systems.

Implications for Brands

These shifts demand a fundamental rethink of media strategy:

Communications becomes core infrastructure. Brands need robust PR strategies not just for traditional media, but to ensure their expertise is represented in the information ecosystem feeding AI systems. This means investing in thought leadership, original research, and expert commentary that authoritative sources reference.

Content strategy must evolve. The old playbook of creating keyword-optimized content becomes less relevant when AI synthesizes information from multiple sources. Instead, brands need authoritative, citable content that establishes expertise and builds credibility that AI systems reference.

Measurement requires new frameworks. Success metrics now include share of voice in AI responses, not just traditional media placements. Forward-thinking brands are tracking their presence in AI training data and the frequency of citation in AI-generated responses.

Agency partnerships need integrated strategies. When earned and paid media efforts are connected, brands are better positioned to be cited, trusted, and visible in AI-driven environments.

“This is a monumental shift in user behavior, but it’s also a huge opportunity for marketing and PR professionals to guide their companies through this…Just because search is changing doesn’t mean customers suddenly want to buy fewer products and services.” – Shaan Khan, Founder SK Digital Strategy

The Path Forward

The brands thriving in this environment recognize earned media not as secondary consideration, but as core infrastructure for AI-age visibility. This requires:

• Investment in expertise. Becoming authoritative sources through original thinking and research that gets incorporated into the broader information ecosystem.
• Advanced measurement. Moving beyond click-based metrics to understand presence and influence in AI-generated content requires new measurement frameworks.
• Integrated communications. Breaking down silos between PR, content marketing, and digital advertising to create coherent strategies for AI-age visibility.
• Speed and authority. Developing capabilities to quickly contribute expert perspectives to breaking developments while maintaining credibility.

The quiet revolution is rewiring the economics of attention. The question isn’t whether this shift will affect your brand, it’s whether you’ll adapt your strategy to thrive within it. Brands with strong earned media presence and communications capabilities will find their influence amplified. Those relying primarily on paid placement are likely to discover their traditional strategies are increasingly ineffective in a world where AI provides the answers, and earned credibility determines visibility.