by Vivian Stürmann, Geschäftsführerin/Gesellschafterin zeron GmbH / Agentur für PR & Content
Over 50 per cent of internet users now use generative AI for search queries.* ChatGPT, Claude, Perplexity, Gemini and Copilot are increasingly determining who or what appears in an AI response. Those who are not present in the relevant sources have a lower chance of appearing in AI systems.
The key change brought about by AI for communicators is not merely that it can be used to generate text and images. The far more significant change is that AI filters and condenses visibility.
PR is becoming a key driver of visibility in the world of AI. It is not simply a matter of ‘more PR’, but of targeted, AI-optimised PR.
Because PR is the foundation of AI visibility.
In my view, these are the most important levers:
#1. Don’t leave GEO entirely to the digital team!
SEO remains the technical and content-based foundation for digital visibility – and this continues to be a key basis for AI search. In the world of AI, however, it is not keywords and rankings that set the tone, but other factors.
This is precisely where GEO (Generative Engine Optimisation) comes in: not as a replacement for SEO, but rather as an extension of it. Content must be discoverable and, at the same time, crawlable, clearly structured, factually sound and snippet-ready. It should answer questions precisely, explain contexts and be recognised as a reliable source. And that is the domain of PR.
GEO should therefore be handled by experienced PR professionals and not solely by the digital team!
#2. Think in terms of questions and answers rather than products.
Google’s traditional search logic is heavily driven by ranking: those who make it onto the first page gain visibility. In AI-based search and response systems, this logic shifts fundamentally. Visibility here does not result from a high URL ranking. It arises when a source is incorporated into an AI response, where it is cited or processed.
The key to this is content that enables AI to generate answers to users’ questions. And that represents a shift in perspective – away from product presentation and towards a user-centric approach!
The task for businesses: to identify the questions and issues that are relevant from the perspective of users and target groups.
#3. Make your website a trusted AI source.
With the rise of AI, websites and press sections are becoming increasingly important. They serve as a key source from which AI draws its knowledge. Content relating to products, services, topics or positions should therefore be created in such a way that AI systems can index it effectively.
The quality of the content is also a key factor. AI systems favour clearly structured, information-rich and easily citable content. This means: no advertising claims, no marketing jargon!
After all, AI visibility does not arise where the most content on a topic is published, but where the clearest information or answers to questions can be found.
And that should be on your website!
#4. Add context to your content
SEO remains important – even for AI search, as Google confirms. However, simply including a search term as often or as prominently as possible is not enough. What matters most to AI is content that provides insight and practical value, and that answers questions.
Content that places a topic in context is therefore easier to find and index. In practical terms, this means that a product or service description is supplemented with examples of use, testimonials, expert opinions, specialist articles, facts and figures, media reports or FAQs.
Note: Thinking in context builds citability. And it is precisely this citability that is becoming the new currency for visibility in the world of AI.
#5. Text AI-friendly.
AI particularly likes texts that are well-structured and provide clear answers. Longer texts should be broken down into sections using meaningful subheadings, with each paragraph containing around 100 to 150 words, and the language should be written in a professional style.
FAQ are enjoying a renaissance thanks to AI, as their question-and-answer format is structured exactly as AI requires. It is important to include potential follow-up questions as well, as experience shows that users increasingly delve deeper into the subject matter.
The best template is AI itself. Take a look at how the text is structured there – and adapt that for your AI content.
#6. Use PR as a catalyst for AI visibility.
Visibility in AI is also driven by credible third-party sources. Central to this are the traditional, established media. Even as their reach declines, their relevance is growing. This is because AI regards them as high-quality and trustworthy sources.
Traditional PR thus acts as a catalyst for AI visibility. Media coverage of products, product reviews, rankings, specialist articles, guest contributions and statements bolster a company’s reputation for credibility, thereby significantly increasing the likelihood of being classified as ‘relevant’ by the AI.
Earned media is, and will remain, a strategic lever. This applies to both PR visibility and AI presence.
#7. Invest strategically in paid media.
What many people don’t realise is that paid media formats such as advertorials, white papers and features in newsletters also contribute to AI visibility. The only requirement is that there is no paywall.
Gemini, ChatGPT and the like are paying particular attention to product reviews – and not just the usual suspects, by the way! High-quality press portals are also currently seeing a significant rise in prominence.
Message No. 1: Against this backdrop, PR budgets and media spending in the PR sector must be reassessed if reach is to give way to relevance.
Message No. 2: Paid media can be a valuable and important driver of AI visibility.
#8. Incorporate social media into the AI strategy.
AI systems specifically search for expert opinions, mentions and user discussions, which are then incorporated into the AI’s responses. This is why content on LinkedIn, YouTube, Reddit, X and specialist forums is becoming increasingly important.
LinkedIn is considered particularly relevant in this regard. AI identifies expert profiles, thought leadership content, company posts, specialist articles and discussions, provided the profiles are public. The best format for AI visibility is LinkedIn articles, as they generally go into greater depth and provide context. Incidentally, YouTube is one of the most frequently cited domains. Instagram and Facebook, on the other hand, are less significant for AI indexing.
What does that mean? It means that social media should be an integral part of any AI strategy.
*Source: Bitkom (2025): Künstliche Intelligenz im Alltag: Nutzung und Einstellungen in Deutschland, study report, online at: www.bitkom.org (accessed on 11 June 2026).
Do you find these 8 tips for greater AI visibility interesting? If so, I look forward to hearing your feedback or comments.
Vivian Stürmann
Managing Director / Partner
v.stuermann@zeron.de
www.linkedin.com/VivianStuermann