PR demand surges as AI search platforms reshape marketing budgets
Public relations is claiming a larger share of marketing budgets as AI-driven search platforms prioritize authoritative, earned media over traditional website traffic. Perth Media, a Western Australia-based firm, recorded 10 new client wins between February and April 2026 - a record for the agency - partly driven by improved client understanding of how PR boosts visibility in AI search results.
The shift reflects a fundamental change in how brands are discovered. Platforms like ChatGPT and Claude increasingly source information from news outlets, podcasts, YouTube, and government announcements rather than ranking websites based on search engine optimization alone.
Cate Rocchi, Managing Director of Perth Media, said many companies are now experiencing declining returns from traditional SEO. "Right now, many companies are seeing their website traffic fall off a cliff and they can't easily 'buy' their way out of the problem with increased SEO budgets," she said.
Authority over reach
SEO, social media, and CRM tools still matter, but their role has changed. For the past 10-15 years, companies allocated large marketing budgets to these channels. The emergence of AI search has altered the equation.
Jack Newbould, founder of Brisbane consultancy Delphi Advisory, said AI systems reward credibility and consistency over volume. "AI doesn't just surface what's popular, it surfaces what appears dependable over time," he said. "When everyone can publish endlessly, authority stops being about reach and starts being about restraint."
Large language models increasingly favor outlets that demonstrate subject-matter depth and editorial discipline. Success in this environment is measured less by traffic and more by whether an organization becomes a reference point that AI systems can reliably use.
Rapid business evolution
Perth Media and Delphi Advisory formalized a strategic partnership in July 2025, focusing on AI business and media intelligence consulting across Australia and Asia. The two firms have since entered an exclusive agreement for Western Australia.
Rocchi said the pace of change has required continuous upskilling. "From 2025 to 2026 has been the biggest upskilling year of my career," she said. "Our business model has changed… we are now planning new products, events and procedures every few weeks."
Both firms expect PR's role to expand further as discovery continues shifting from search engines to AI-generated summaries - particularly in sectors where credibility and authority are critical.
AI for Public Relations Specialists covers how professionals in the field can adapt to these changes.
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