How AI Generated Summaries are Changing SEO for PR and Comms Pros
As search continues to evolve rapidly, a seismic shift is underway—one that is fundamentally changing how brands appear, engage and thrive online. During our recent webinar, From Keywords to Conversations: How AI Search Is Reshaping Brand Visibility, Glenn Frates, VP at PR Newswire, sat down with Simon Poulton, EVP of Innovation and Growth at Tinuiti to unpack how AI-powered search is redefining SEO and brand storytelling.
Here are some of the most compelling takeaways.
AI Search: From Queries to Companions
Search is no longer about entering the perfect keywords. Today’s landscape is about long-form, natural language conversations—with AI engines like ChatGPT, Gemini, Perplexity and Claude acting as personal assistants, not just information providers.
“Ask Jeeves was ahead of its time,” joked Poulton, pointing out how modern queries are now longer, more complex, and personalised. Tools like Perplexity don’t just serve answers—they ask clarifying questions, tailoring results to each user’s intent.
The Rise of Zero-Click Search—and What It Means for You
One of the most pressing shifts? Zero-click search. AI overviews and snippets now dominate above the fold, often delivering full answers—without users ever clicking through. This has led to sharp declines in site traffic for many brands. But here’s the twist: the traffic that does click through is higher quality.
“You’re no longer getting the casual skimmer,” said Frates. “You’re getting users further along in the journey—people more likely to engage or convert.”
The key takeaway? Focus less on volume metrics and more on influence, inclusion and sentiment.
Organic & Paid: A New Relationship in the AI Age
In the AI-assisted future of search, organic visibility will lead paid performance. AI tools are steering users through a multi-step journey, with paid ads showing up only after organic answers help refine intent.
That means your organic content must guide, inform, and calibrate users’ preferences before they’re served an ad. “Historically, it was query → ad,” Poulton explained. “Now it’s query → organic engagement → ad. That’s a big shift.”
Reputation Management in the Age of AI Opinions
AI doesn’t just summarise facts—it forms opinions. Platforms like Perplexity now surface two positives and one negative in their product recommendations by default. So how do brands manage risk?
Own the narrative. Don’t bury bad stories—address them head-on.
Engage publicly. “Take it offline” is outdated advice. Today’s public replies show transparency and influence AI’s perception.
Invest in review strategies. LLMs are increasingly pulling from Reddit, forums and third-party reviews.
What Smaller Brands Can Do Right Now
Smaller brands have a real opportunity in this moment. “The playing field is leveling,” said Poulton. “Reddit and review forums give smaller brands visibility if they’re part of real conversations.”
Actionable steps for smaller players:
Encourage review generation across multiple platforms.
Create hyper-relevant, structured content.
Use tools to monitor your brand’s presence in AI search results.
Winning with Topical Authority
Topical authority—being seen as a go-to source on a specific subject—is critical. But there’s more: enter entity authority.
AI engines increasingly attribute expertise to people, not just domains. Thought leaders and SMEs who publish content across platforms (especially YouTube, blogs and social) can directly influence how LLMs rank and cite them.
Tip: Structure content with FAQs, pull quotes and clear headers to make it AI agent-readable. Think of AI not as a user—but as a content interpreter.
2025–2026 Strategy: What You Should Prioritise Now
As we enter the second half of 2025, Poulton left the audience with this: “If there’s one shift to make—it’s from volume to quality. Measure influence, not just clicks. Optimise for inclusion and sentiment, not just ranking.”
And Frates echoed a similar sentiment, “Good storytelling still wins—especially when it's structured, purposeful and speaks to both people and AI.”
Final Thoughts
We’re moving from a world of ten blue links to a world of AI-led answers. But with this shift comes opportunity—for those who adapt quickly, think holistically and optimise their brand for a new kind of digital engagement.
If you would like to learn more about how PR Newswire can help you elevate your AI search strategy, talk to an expert today.
FAQs
1. What are LLMs and how are they changing search?
LLMs (Large Language Models) are AI systems that understand and generate human-like language. They're powering a shift from keyword-based queries to conversational search, where users interact in natural language with tools like ChatGPT, Gemini and Perplexity.
These models are not just retrieving information—they're shaping opinions, offering summarised overviews, and reducing the need for users to click through to traditional websites.
2. What is “zero-click search” and why does it matter?
Zero-click search refers to search results where users get the answer directly in the search interface—especially via AI overviews—without visiting a website.
Why it matters:
Brands are seeing decreased traffic, especially to blog and educational content.
But the traffic that does arrive tends to be more engaged and further down the funnel.
Brands must shift their KPIs from volume to quality and influence.
3. How can I protect my brand from AI-driven misinformation or negative opinions?
Here's how to mitigate risk:
Be proactive: Publish authoritative, accurate content across multiple formats (press releases, blogs, videos, FAQs).
Address criticism publicly: Don’t “take it offline.” Transparency helps influence how AI agents interpret your brand.
Monitor your presence: Use tools that track how your brand appears in AI results and search overviews.
4. How do I influence how my brand is represented in AI summaries?
To increase inclusion in AI-generated answers:
Create well-structured, semantically clear content with FAQs, bullet points and SME quotes.
Develop topical authority by consistently publishing content on your core subject areas.
Leverage entity authority—get your experts quoted in content and build their reputations across channels (especially LinkedIn and YouTube).
5. Do smaller brands even stand a chance in this new landscape?
Absolutely! AI search engines often pull from Reddit, review forums, and user-generated content—giving smaller, more authentic brands a real shot at visibility.
Tips for smaller brands:
Encourage and guide customer reviews on niche platforms.
Join and contribute to relevant communities (e.g., Reddit, product forums).
Focus on unique, useful content tailored to your niche audience.
6. How do I measure success if I’m getting less traffic?
Traditional metrics like click-through rate (CTR) are becoming less useful. Instead, shift to:
Impression tracking: how often your brand appears in AI-generated answers.
Inclusion metrics: is your brand mentioned in responses.
Sentiment analysis: what tone is associated with your brand.
Bonus: Traffic that does click through from AI platforms often converts at much higher rates (60–70% in some cases).
7. Is organic content still important in a world of AI search and paid ads?
More than ever. Organic content now plays a leading role in the search journey, influencing how AI companions guide users before they see paid ads. Strong organic content sets the stage for effective ad placement.
8. Should I still gate my content for lead gen?
Probably not. Gated content is invisible to AI tools, limiting your ability to be included in answers and recommendations. Instead:
Consider ungating educational content and reserving gated assets for true high-value interactions (e.g., event registration, demos).
Focus on brand visibility and trust-building, which ultimately drives more qualified leads.
9. How should I structure content for AI search and agent readability?
Structure content like you're writing for both people and machines:
Clear headlines and subheads
Bulleted lists
FAQs
Short, scannable paragraphs
Authoritative quotes with context
Summarised takeaways (e.g., TL;DR)
Bonus: Multimedia content—videos, audio, infographics—can improve visibility across platforms like Gemini, which is increasingly citing YouTube.
For Glenn and Simon’s full conversation, watch the on-demand webinar: