Marketers are re-embracing multi-page press releases packed with information. Distributing them via wire services ensures they are reposted by numerous publishers, creating valuable recency signals and third-party citations that LLMs favor when generating answers.

Influencing AI results isn't about traditional SEO tactics. It's about getting your brand mentioned in the sources AI models are trained on, like Reddit, industry publications, and news articles. The most effective way to achieve this is through modern PR and consistent social media activity, as journalists and writers use these platforms for discovery.

To move beyond keyword search in their media archive, Tim McLear's system generates two vector embeddings for each asset: one from the image thumbnail and another from its AI-generated text description. Fusing these enables a powerful semantic search that understands visual similarity and conceptual relationships, not just exact text matches.

There is emerging evidence of a "pay-to-play" dynamic in AI search. Platforms like ChatGPT seem to disproportionately cite content from sources with which they have commercial deals, such as the Financial Times and Reddit. This suggests paid partnerships can heavily influence visibility in AI-generated results.

A novel way to measure ad effectiveness in LLMs is "attention shift"—analyzing how much an ad pivots the conversation's topic toward the brand. This metric, derived from vector analysis of messages before and after an ad, captures influence beyond traditional clicks or impressions, reflecting deeper engagement.

Earned media is a primary source for generative AI, appearing in over 60% of brand reputation-related responses according to research. This positions PR at the center of the new "Generative Engine Optimization" (GEO) landscape, creating the most significant strategic opportunity for the industry in over a decade.

A new marketing tactic involves creating high-quality, AI-generated content on platforms like Reddit to promote a product. The goal is to have this seemingly authentic user content indexed and then surfaced by LLMs like ChatGPT in their summaries, creating an insidious and hard-to-detect marketing channel.

Instead of just grouping similar news stories, Kevin Rose created an AI-powered "Gravity Engine." This system scores content clusters on qualitative dimensions like "Industry Impact," "Novelty," and "Builder Relevance," providing a sophisticated editorial layer to surface what truly matters.

AI models heavily weigh earned media from credible publications when determining brand authority. With 61% of AI brand mentions coming from editorial sources, PR is no longer just a brand-building exercise but a critical technical lever for GEO, directly influencing discoverability.