Generative AI Is Reshaping Brand Communications—How Comms Pros Can Stay Visible, Trusted, and Relevant

Generative AI is reshaping how people find and consume information, causing a sharp decline in organic news traffic. Tools like ChatGPT and Google AI Overviews summarize content and provide answers without sending users to the original sources, leading to nearly a 60% drop in organic visits for major news outlets. This shift echoes past changes where digital news and social media disrupted print and TV, but the news itself persists—just in new forms. This new technological phase offers communications professionals a chance to adapt and lead the way.

With fewer Google searches, AI-generated summaries dominate, reducing brand visibility. However, AI algorithms are increasingly favoring authoritative, high-quality content over paid ads. For communications pros, the challenge is to creatively maintain control over messaging and position their clients as trusted sources for AI systems.

Invest In AI Literacy

Most companies plan to boost AI investments in the years ahead. As AI becomes a normal part of work and life, understanding how it works will be as essential as email or social media skills are today. To keep original messaging visible amid AI-generated summaries, communicators need to grasp how these models operate.

For example, Google’s search page uses its Gemini large language model (LLM) to create overviews but doesn’t link back directly to its sources. Instead, it lists sources that most closely match the summary, which might not fully represent the intended message. Similarly, ChatGPT draws on live internet searches and extensive training data but often lacks precise citations. Knowing these details helps communications pros predict how AI might reshape their messages and figure out ways to guide or correct those interpretations.

One practical method is to build an internal AI task force. This group, composed of team members from various disciplines like media relations, digital strategy, and videography, researches new AI tools and trends. They share insights through newsletters, Slack channels, and company meetings to keep the whole team informed. Staying updated means reading AI-focused articles, experimenting with tools, joining forums, or attending webinars. Reviewing real-world case studies of AI use in communication also provides valuable perspective.

Optimize Content For AI

Content today isn’t just for humans; AI is now part of the audience. Communication must be clear and structured so AI can accurately interpret and summarize messages while keeping nuance intact. Establishing authority is key. AI favors content from trusted sources with named experts and official organizations. Linking to reputable sites like government, nonprofit, educational institutions, or recognized media helps push content higher in AI search results.

Move beyond traditional SEO and think about the questions your audience asks AI. What keywords do they use? Create content that directly answers those questions with clear facts and organized ideas. This approach makes it easier for AI to extract and surface your message. Think of it like asking an employee to summarize a long report quickly—if the report is clear and well-organized, pulling key points is easy. If it’s confusing, the summary will likely miss the mark. AI faces a similar challenge.

Prioritize Direct Engagement

As AI becomes a primary gateway to information, finding new ways to connect with your audience is critical. Investing in email newsletters, live Q&A sessions, or other owned platforms lets you reach people directly. Newsletters deliver your content straight to inboxes without AI filters, preserving context and building loyalty. Live Q&As foster meaningful interaction and showcase the human voice behind your message. Direct engagement is increasingly important as AI-generated content floods the landscape.

Preserve Trust

Many people remain skeptical about AI; over half express concerns about its growing role in daily life. Stories about advanced AI models acting autonomously only deepen this unease. This skepticism creates an opening for communicators to be trusted voices, emphasizing ethical practices and transparency. In an environment where trust is scarce, openness becomes a key asset.

By focusing on AI literacy, clear content, direct audience connections, and building trust, communications professionals can adapt and succeed in this AI-driven environment.