If You’re Not Thinking About AI Search, You’re Already Behind
Google isn’t the only one deciding what information rises to the top anymore. Large Language Models (LLMs) like ChatGPT, Gemini, and Claude are changing the way people find, process, and interact with information. And here’s the kicker: These AI-powered models are already shaping public perception, corporate reputations, and market trends, whether we like it or not.
By the end of 2025, LLMs could account for 10% or more of all search activity. If you think PR and brand positioning are only about traditional media and SEO, you’re missing a massive shift in how influence works.
So, let’s break it down: What exactly is an LLM, and why should you care?
What Is an LLM? (And Why Is It Reshaping PR and Search?)
A LLM is an advanced AI system trained on massive amounts of text-based data to understand, generate, and predict human-like language. Think of it as a hyper-intelligent librarian that doesn’t just index information but synthesizes and delivers answers, insights, and even entire narratives.
Some of the most well-known LLMs shaping search and media today include:
- ChatGPT (by OpenAI) – AI-powered search and content generation.
- Gemini (by Google) – Google’s AI evolution shaping search.
- Claude (by Anthropic) – AI designed for conversational depth and safety.
- Mistral & Llama (Meta & Open-source) – Enterprise-grade AI models driving AI-powered applications.
These models don’t just pull from Google; they learn from high-authority sources, public conversations and multi-modal content, such as text audio and video. Let me get techie here: They rely on periodic retraining cycles based on massive web scrapes and curated datasets from Common Crawl, news archives, research papers, social media and more. Due to resource limitations, the AI uses stratified sampling, where the sample size for each domain is determined by the harmonic centrality rank of the registered domain.
That means PR and brand positioning aren’t just about journalists and media anymore—they’re about training AI.
How PR Can Influence AI Search and LLM Discovery
This isn’t about adapting to the future. This shift is already here. So, what can you do to ensure your brand, executives, and messaging are surfaced in AI-powered search?
1. Traditional Media Still Reigns for Authority
While digital content is vast, top-tier publications remain gold-standard data sources for AI systems. OpenAI’s partnerships with over 30 major media outlets ensure that stories published in these sources are prioritized in AI-generated search results.
- PR Strategy: Securing earned media coverage in high-authority outlets isn’t just about human credibility anymore—it’s about ensuring AI ranks your brand’s narrative above competitors. If AI models view a source as authoritative, its content is more likely to surface in AI-driven search queries.
2. Podcasts Are AI Search Gold
Podcasts are a multi-modal goldmine for AI. A single podcast interview creates multiple forms of training data, including:
- Audio that AI systems process for voice recognition and sentiment analysis.
- Transcribed text that becomes searchable AI knowledge.
- Video (if recorded) that feeds AI-driven video search engines.
- PR Strategy: Booking executives and thought leaders on industry-relevant podcasts isn’t just about audience reach—it’s about feeding AI new, structured content that enhances brand discoverability.
3. Reddit and Forums Are AI Training Hubs
LLMs scrape human-generated discussions on Reddit, Quora, and industry message boards to train their models on real-world conversations. A well-placed Reddit AMA (Ask Me Anything) or high-quality industry forum engagement can influence how AI understands your brand.
- PR Strategy: Engage in online discussions where AI models are learning—Reddit AMAs, LinkedIn discussions, and niche forums. These platforms aren’t just engagement tools anymore—they’re shaping how AI represents your brand.
4. Technical & Industry Content Matters More Than Ever
Technical blogs, whitepapers, and trade publication articles are overrepresented in AI training data—especially when they come from high-authority sources. LLMs prioritize content from credible industry voices, making technical and long-form content even more valuable.
- PR Strategy: Position your brand as an AI-friendly thought leader by publishing in trade publications, contributing to industry newsletters, and developing high-value, data-rich technical content that AI will reference in search results.
AI models process semantic relationships from context-rich phrases rather than keyword density. Here’s where topic depth, citations and networked authority— mentions across platforms—matter more than basic SEO tricks.
What CXOs Need to Know Before Hiring a PR Firm for the AI Era
LLM-powered search isn’t just about visibility; it’s about influence, risk mitigation and reputation control. Here’s what CXOs need to ask when evaluating a PR partner in this new landscape:
- Does the agency understand AI-driven search? Your PR firm should actively monitor how AI models source and prioritize information.
- Do they specialize in multi-platform content? AI isn’t just scanning news articles; it’s learning from podcasts, social media, and user-generated content. Your PR strategy needs to be multi-modal.
- Can they help control the narrative during a crisis? AI models can amplify misinformation. A strong PR team should have an AI-aware crisis communications strategy in place.
- Do they have experience influencing LLM-training data? PR is now about feeding AI systems with the right information to ensure your brand is accurately represented in AI-generated responses.
The Future of PR in an AI-Driven Search Landscape
This shift isn’t just about staying relevant in AI search—it’s about ensuring your voice, brand, and expertise are shaping the digital narratives AI is trained on.
What PR Pros & CXOs Need to Do Right Now:
- Get into high-authority media outlets—it’s not just PR, it’s training data.
- Prioritize multi-modal content—podcasts, video, and voice matter more than ever.
- Engage in AI-training platforms—Reddit, LinkedIn, Quora, industry forums.
- Publish long-form technical content—the AI future is built on depth, not fluff.
The brands that understand this aren’t just riding the AI wave—they’re shaping it.
What’s your strategy for AI-driven PR? Let’s talk about how WunderMarx can help you stay ahead of the shift.
