Why Branded Content Isn’t Enough in the AI Era
New research from Golin reveals a crucial shift in how AI handles branded content. According to their findings, AI systems tend to systematically filter out branded content, which means traditional one-off campaigns might not reach as wide an audience as before.
For PR and communications professionals, this signals a clear message: relying solely on branded content is becoming less effective. Instead, earned media and community mentions are gaining importance as they are more likely to be picked up and amplified by AI-driven platforms.
What This Means for PR Strategies
- Earned media takes priority: Content that originates from third-party sources or is shared organically holds more weight in AI detection and distribution.
- Community engagement matters: Building and nurturing communities that talk about your brand increases genuine mentions that AI systems recognize and prioritize.
- One-off campaigns lose traction: Isolated branded campaigns may be filtered out or ignored by AI algorithms, reducing their visibility and impact.
PR teams should rethink their content approaches by focusing on creating opportunities for authentic conversations and third-party endorsements. This shift requires consistent relationship-building and a focus on sustained engagement rather than short bursts of branded messaging.
Adapting to AI’s Content Filters
Artificial intelligence increasingly controls what content audiences see. These AI filters tend to favor content that appears natural and user-generated over overtly promotional material. As a result, PR professionals need to:
- Encourage influencers, journalists, and community members to mention and share brand stories.
- Develop campaigns that integrate seamlessly into conversations, avoiding heavy branding cues.
- Monitor earned media and community sentiment closely to understand what resonates and gains traction.
Those who adjust their strategies to these new dynamics will find better visibility and engagement in AI-curated environments.
Learn More About AI and PR
To stay ahead, consider exploring AI-focused training and courses that help PR professionals understand how to work effectively with AI tools. Resources like Complete AI Training's courses for communications professionals offer practical insights into AI trends and applications.
In a landscape where AI filters shape message reach, focusing on genuine engagement and earned mentions is no longer optional—it’s essential.
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