AI Search Upends Brand Visibility: Why Trust and Authority Are Now Mission-Critical

AI Search Transforms Brand Visibility, Making Trust Essential

The traditional way of clicking through links to find information is fading. Google's Overviews and AI Mode, along with the rise of large language models (LLMs), are changing how people search, shop, and make decisions. Unlike traditional search engines, LLMs currently don’t offer advertising options, which means earned media and PR play a crucial role in whether your brand appears in AI-generated answers or voice searches.

Recent studies highlight this shift: a March 2025 Pew Research Center survey found that 60% of U.S. adults visited search pages with AI summaries. Statista forecasts that users of generative AI for online search in the U.S. will more than double from 15 million in 2024 to 36 million by 2028. Another survey by Future PLC revealed that one in four Americans have replaced traditional search engines with AI tools. These AI answers are usually measured, detailed, and verified within seconds, putting human trustworthiness under constant scrutiny.

Building visibility and managing reputation today means aligning your digital presence with AI’s trust criteria and source prioritization. The key question now is: does what you say hold up? Trust isn’t just about your own claims; it’s how AI algorithms interpret all your digital footprints. Companies need to see their websites and online presence as data sources for AI rather than just visitor destinations. AI values high-quality, authoritative content. If content is king, then authority is the crown once again.

Four Actions to Build and Protect Your Reputation in an AI-Driven Search World

1. Build Authoritative Content and Stories

The internet is overflowing with information, much of which is diluted by social media noise and misinformation. AI favors credible, descriptive, and expert content. Despite the surge in AI-generated material, LLMs seek out authentic and context-rich signals when crafting responses.

Research from Hard Numbers shows that LLMs draw nearly two-thirds (61%) of their brand reputation content from editorial media such as traditional press coverage. Owned media like websites and blogs also play a strong role (44%), while social media’s impact is minimal (less than 1%). This means shaping your narrative through authoritative earned and owned content is vital—social media alone won’t cut it.

With AI summaries reducing clicks to original sources—60% of Google searches now end without clicks—traditional SEO tactics are evolving. AI still uses SEO but prioritizes entities, presence, and credible content over keywords and click-through rates.

2. Adjust Where and How Your Brand Is Seen

LLMs prefer authoritative channels like news sites, top-tier publications, industry blogs, and professional review websites. As earning media coverage becomes tougher, its value and trust score rise accordingly. Engage with trusted journalists and secure placements in respected outlets. Trust is now more important than traffic volume.

Visibility requires focusing on channels where your key audiences spend time. Make your organisation’s purpose and expertise clear—AI needs to understand who you are. Technical optimisation for generative engines (GEO) on your website and online platforms is essential.

Key AI optimisation elements include:

• Clear organisation recognition
• Alignment with user intent
• Context-rich, well-structured content
• Consistent messaging
• Informational keywords
• High readability

Strategically plan your messaging, understand context, craft compelling narratives, and secure authoritative placements. These AI search dynamics place traditional PR back at the center of brand visibility. Earned content has become the new SEO.

3. Use AI Tools to Enhance Online Reputation Management (ORM)

The speed at which AI audits human integrity demands proactive monitoring and the use of advanced ORM tools. These tools support content optimisation, media listening, sentiment analysis, review management, and crisis response.

AI can significantly boost efficiency in ORM but requires ethical, human oversight to avoid missteps. When combined with human judgment, AI tools become powerful allies in managing reputation.

4. Take Immediate Action for Brand Visibility

• Audit your AI Search Visibility: Assess how your brand currently appears in AI search results. Focus on generating high-authority content, especially earned media and credible third-party mentions. Target media outlets and sources that LLMs use in your industry.
• Optimise Owned Media for AI: Make your website and owned channels AI-friendly by using structured content and clear Q&A sections.
• Integrate GEO Principles: Understand the shift from link-based results to synthesised answers with citations. Educate your teams on GEO and the rising importance of earned media for AI visibility.
• Refine Strategy Continuously: Monitor your earned media and GEO impact regularly and adjust your approach based on data insights to strengthen visibility and reputation.

How to Audit Your Brand on Major LLMs

Alexander PR offers a 360° LLM Reputation Audit service to evaluate how your brand is portrayed across leading AI platforms like ChatGPT, Google Gemini, Meta AI, Anthropic Claude, and DeepSeek. This audit identifies vulnerabilities, benchmarks against competitors, and delivers actionable insights to control your narrative in AI-driven search.

If your organisation wants to stay ahead in this new digital environment and maintain control over its reputation, consider exploring such AI-focused reputation audits and strategies.

For PR and communications professionals, adapting to AI search means rethinking how you build trust and visibility. Focus on authoritative content, trusted channels, and technical optimisation to ensure your brand is not just seen but trusted in AI-generated search results.