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In partnership with Notified
The AI search shift: Will your brand keep up?
AI is changing how people find answers. Search is becoming an answer box, and those answers decide which sources and brands get visibility. For PR and communications teams, that means earned media, thought leadership and brand authority now carry even more weight.
The PRWeek webinar, "The AI search shift: Will your brand keep up?" - produced in partnership with Notified - breaks down what this means for PR strategy and reputation management. You'll walk away with a plan to make your brand credible and easy to surface when AI becomes the gatekeeper of information.
What you'll learn
- How Answer Engine Optimisation (AEO) differs from traditional SEO
- The role of earned media, press coverage and authority signals in AI-driven answers
- How to make content AI-friendly without losing human impact
- Practical steps to future-proof your brand's visibility
Why this matters for PR and comms
Traditional SEO aims for blue links. AEO aims for being the cited source in a direct answer. AI systems look for clear consensus, strong authority signals, and content that's structured for fast extraction.
That shifts the value of PR. Quality press coverage, consistent brand mentions, credible experts, and original insights strengthen the signals AI looks for. Your stories still need heart, but they also need structure.
Practical steps to get ahead
- Prioritise earned media from reputable outlets and keep a clean, consistent brand footprint across channels.
- Publish concise, question-led explainers and FAQs that map to the exact queries your audience asks.
- Use structured data (Schema) for organisation, article and product pages to help machines interpret your content. See Google's guidance on structured data: developers.google.com
- Boost credibility: clear author bios, expert credentials, sources, and accessible contact details.
- Add short summaries, key takeaways and cited facts to make extraction easy and trustworthy.
- Publish research, data cuts and quotable stats to earn references and strengthen authority.
- Monitor AI answers for your key topics and track if your brand or spokespeople are being cited.
Who should attend
- Heads of PR and communications
- Corporate comms and media relations teams
- Digital PR, content and brand strategy leads
- Agency pros advising clients on AI-era visibility
Speakers
- Sarah Salter, VP, global partnerships and AI innovation, WPP
- Stuart Bruce, PR futurist and co-founder, Purposeful Relations
- Jamie Brader, commercial director, Notified
- Siobhan Holt, deputy editor, PRWeek (moderator)
Register now. Secure your spot and get a clear plan for keeping your brand visible as AI reshapes search.
If you want hands-on training to build on this, explore role-based AI courses for marketing and communications: Complete AI Training - Courses by Job
*The webinar is produced by PRWeek with its sister titles Management Today and Campaign (part of Haymarket Media Group) in partnership with Notified.
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