Google has introduced a new feature called AI Mode, positioned alongside options like “News” and “Images.” This feature uses artificial intelligence to deliver detailed, conversational answers to your queries, similar to how ChatGPT works. Given Google’s massive user base, AI Mode is set to attract significant attention.
This development is particularly relevant for PR professionals who have traditionally focused on optimizing clients’ visibility on Google through SEO strategies. From crafting positive news stories to maintaining company websites and updating Wikipedia pages, PR has always centered on managing online presence.
What AI Mode Means for PR
Simply put, AI Mode changes the rules. As more users turn to AI-driven search responses, PR strategies will need to adapt accordingly. The goal now includes influencing the AI-generated answers that surface when people search for your brand or clients.
How does AI Mode generate its responses? Google provides transparency by listing the sources used to back up the AI’s answers. These sources can be anything from blogs to Wikipedia or media articles. This means PR professionals must ensure these sources present a positive and accurate picture.
In practice, this means pitching journalists for favorable coverage becomes even more valuable. Media mentions can directly impact the AI’s responses to search queries. Similarly, keeping websites and personal blogs updated with fresh content feeds AI with the material it needs to create accurate summaries.
For example, searching a person’s name in AI Mode will often pull from their company website and social media profiles to build a summary of who they are and what they do. Maintaining current bios and active social media profiles is a straightforward way to influence these AI-generated profiles.
Control What You Can
Keeping your online content updated is crucial. Regularly posting on websites and social media acts as a steady heartbeat for your personal or business brand. This consistent activity increases the chances that AI will find and use your content when generating responses.
While some content like company bios is within your control, other content such as news stories relies on journalists. However, you can help shape these stories by providing compelling background information and memorable quotes. These elements can influence how AI summarizes your presence.
Managing Your AI Narrative
Although you can’t predict exactly how AI will summarize your information, you can increase the likelihood of positive portrayals by securing favorable news coverage and maintaining updated online profiles. This approach also helps balance any negative information that may exist.
The fundamentals of SEO still apply in this AI-enhanced search environment. Content remains the key factor. The difference is that AI now listens to, digests, and summarizes that content when responding to queries.
For PR and communications professionals eager to stay ahead, understanding how AI Mode influences search means adjusting strategies to maintain visibility and shape perception effectively. Staying active, providing valuable content, and fostering positive media relationships remain essential.
To explore more about AI tools and training relevant to PR professionals, consider checking out resources like Complete AI Training’s latest AI courses.
Your membership also unlocks:
