Why do the media matter to AI?
AI relies mostly on what third parties say. That is why appearing in trusted media and publications is a central part of the work, not a nice extra.
AI trusts what others say
When someone recommends a place to you, they do not usually quote the venue's own leaflet: they quote what they have read, what they have been told or what they saw in a guide they trust. AI works in a similar way.
According to McKinsey, in many cases a brand's own sites make up only 5 to 10 percent of the sources AI consults when answering. The rest comes from elsewhere.
Source: McKinsey, “New front door to the internet: Winning in the age of AI search”, October 2025. Consumer survey.
If almost everything AI reads about your sector was written by others, the important question is a simple one: are those others talking about you?
What kind of presence counts
- Media and publications in your sector, written by people who know the subject.
- Guides, rankings and comparisons that order and explain the options.
- Interviews and expert opinion, when someone on your team offers real insight.
- Your own studies and data, which others cite because they find them useful.
What does not work
- Press releases with nothing to say, published on sites nobody reads.
- Buying mentions or links on low-quality websites.
- Repeating the same promotional text on twenty sites.
The reason is the same in all three cases: they offer nothing to the reader, so they give AI no reason to trust them either.
The role of PR
PR, or media relations, is the work of getting credible publications to talk about a brand because it has something interesting to say. It is not advertising: the space is not paid for, it is earned.
In practice it comes down to three things: finding the story worth telling, preparing the information so that a journalist finds it useful, and keeping a serious relationship with the right media.
The outcome does not depend only on whoever does the work. An outlet publishes what it considers interesting for its readers, which is why a specific appearance cannot be promised.
Where it starts: the source map
Before knocking on any door, it helps to know which ones matter. A source map records which media and websites AI cites when it answers questions in your sector, in which ones your competitors appear, and in which ones you do not.
With that map, the effort goes where it makes sense, instead of chasing appearances at random.
An important nuance
None of this means your website stops mattering. The media spark interest and lend credibility; your website is where AI, and then the person, checks the details. Each needs the other.
It is slow, and it adds up
A single mention rarely changes anything. What counts is the sum: several reliable publications, over time, saying consistent things about the same brand. That is why this work is measured in months, not days.
Frequently asked questions
Does any outlet count?
No. One publication respected in your sector counts for more than ten generic sites. What matters is that it is a source people, and AI, consider reliable on that subject.
Is a mention without a link worth anything?
It can be. AI reads text, so a clear mention of your brand in a good outlet adds context even without a link. How much weight it carries cannot be known exactly.
What about social media?
It helps get the brand talked about and known to journalists, but it does not replace leading publications.
How long before it shows?
It is cumulative work. The first signs usually appear from the third month, and there is no guarantee that one particular publication will change an answer.