Communicators Now Hold The Key To AI Visibility As Consumers Turn To AI Search | WeirdKaya

Earned media coverage is fast becoming the main driver behind whether brands get cited and recommended by artificial intelligence tools, as consumers increasingly turn to large language models (LLMs) such as ChatGPT and Google’s AI Overviews to find information.

That shift puts public relations professionals in charge of a currency LLMs cannot do without: credible, independently verified coverage.

Supernewsroom.AI founder and Chief Executive Officer Manminder Kaur Dhillon said PR practitioners are now central to how brands are discovered in an AI-driven information landscape.

“Earned media is no longer valuable to human audiences alone, it also determines whether a brand appears in responses from tools like ChatGPT, Claude and Perplexity.

“PR practitioners already have the tools and relationships to secure that coverage, this is their role to own,” she said at the Supernewsroom.AI Public Relations Bootcamp 2026, held from June 22 to 25 under the theme “AI+PR”, and hosted alongside Intelectasia.

A Gartner report, “Top Predictions to Inform 2026 Comms Strategies,” backs this up.

It forecasts that the shift to LLMs as a replacement for traditional search will drive a 2x increase in PR and earned media budgets by 2027, as organisations recognise these functions as central to strong AI search visibility.

Manminder said AI visibility is a new measure of brand presence, with communicators playing a key role in driving it. Trusted journalism, she added, remains one of the strongest signals LLMs use to identify reliable information.

“As LLMs lean on trusted news content to build their answers, quality journalism becomes a direct input into the AI economy.

The event concluded successfully, marking its 16th year of empowering PR professionals. The four-day programme drew more than 50 practitioners from the corporate and public sectors.

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