How AI Search Chooses Its Sources—and Why PR Pros Should Care

AI Search and the Role of Journalism and Corporate Blogs

As AI bots increasingly replace traditional search engines for answering questions, PR professionals are eager to understand how AI selects and cites information. Cracking this process helps shape the narratives surrounding brands more effectively.

A recent study by Muck Rack analyzed over one million AI queries to identify which types of webpages AI models reference. The findings highlight how critical journalism and corporate blogs are for influencing AI-driven search results.

Key Insights from the Study

• 95% of all links cited by AI models like ChatGPT, Google Gemini, and Claude come from non-paid media sources.
• Journalism contributes 27% of cited links overall, but this rises to 49% for queries needing recent information.
• Content is often cited within 24 to 36 hours of publication, with the most common citation date being one to two days before the AI prompt.
• ChatGPT shows a strong recency bias, with 56% of journalism sources cited from content published within the last 12 months. Claude cites recent journalism less frequently, at 36%, and generally references journalism less than the other models.

Each AI model has slightly different citation patterns. PR professionals should keep an eye on ChatGPT for its dominant market share and Google Gemini due to its integration with Google’s ecosystem.

Top Websites Cited by AI Models

Among the most frequently cited websites are:

• CNBC
• Harvard Business Review
• NPR
• Yahoo Finance
• Good Housekeeping
• Tech Radar
• Reuters
• Time
• Financial Times
• Investopedia
• Axios
• Forbes
• The Associated Press

Corporate Blogs and Brand Mentions Matter

The study distinguishes between content about your brand on other corporate blogs (37%) and your own brand-owned content (9%). This shows the importance of both creating original brand content and securing mentions on other blogs.

Building relationships with other corporate blogs and ensuring your brand’s presence there can significantly increase your influence on AI search results.

Social Media’s Role in AI Citations

Social media accounts for a small fraction (2%) of AI-cited sources. However, platforms like Reddit, LinkedIn, and YouTube still contribute to AI’s information pool. While social media isn’t a primary source for chatbot answers, it remains a factor to consider.

Turning Insights Into Action

This new landscape offers PR professionals an opportunity to rethink how they approach content and media relations. With clear data on which types of content AI references, communicators can focus on timely, credible journalism and strategic corporate blogging to increase brand visibility.

For those interested in expanding skills on AI and automation in communications, exploring specialized courses can provide practical tools and knowledge. Check out Complete AI Training’s latest AI courses for resources tailored to PR and communications professionals.