What AI search means for your business, and why press releases matter more than ever

21/08/2026 14:04:49

Historically, press releases have been used mainly primarily as a means of securing media coverage, getting news out about your business, or increasing brand reach and visibility either geographically or in specific market sectors. While all of these remain valid objectives, the role of the press release has evolved since AI tools such as ChatGPT, Gemini and Perplexity came onto the scene.

The way people search for information is changing. More and more people are now discovering and being informed about businesses through AI search. 51% of B2B buyers now start research with an AI chatbot more often than Google (G2 Answer Economy Report, March 2026). This figure was 29% 12 months ago.

The answers AI platforms provide are influenced by the information they can find about your business online. Press releases help create authoritative, factual information about your business online and help shape your company’s digital footprint.

The stronger and more consistent that footprint becomes, the easier it is for search engines, journalists and AI tools to understand your business and its capabilities.

How AI is changing the way people find businesses

Search behaviour is evolving and the AI search engine market is projected to capture 62.2% of total search volume by 2030. AI Search Engines Report 2026: Market Trends, User Trust, and Platform Rankings Backed by Original Research

Increasingly, people are asking AI assistants questions instead of typing keywords into traditional search engines. Even when traditional search engines are used, the first result is usually an answer from Google AI Overview.

58.5% of Google searches end in zero clicks (Break the Web), which suggests that AI answers are giving people the information they’re looking for. A whopping 48.8% of people don’t verify sources if the AI answer sounds right.

It is key, then, that when people are searching, your business is appearing in AI search. So, what is AI looking for and how do you position your business?

Why credible sources matter for AI visibility

Large Language Models (LLMs), such as those powering ChatGPT and other AI search tools, generate responses using information from a wide range of publicly available sources. They are designed to prioritise reliable, authoritative content when building an understanding of organisations, industries and expertise.

Not all online content carries the same weight. Earned media has the most sway as it provides third party, independent validation which increases trust and credibility. This includes mentions in respected trade publications as well as local, regional, national or industry news.
Many businesses assume that visibility in major national media outlets is the ultimate goal. While national coverage can be valuable, industry-specific coverage is often far more influential.

Think about the way your buyers behave. A procurement manager looking for a specialist engineering partner isn't typically searching lifestyle websites or consumer publications. They're reading engineering publications. A rail project director is likely following rail industry media or industry bodies. An HR director seeking advice on employment law will trust professional services and specialist business sources.

The same principle increasingly applies to AI-powered search, with AI tools drawing information from the most relevant media, specialist websites and industry publications. This means visibility in the publications your customers already trust can have a lasting impact beyond the immediate readership.

Every press release builds your digital authority

Although a published press release leaves a good digital footprint, it is the cumulative effect of new content over time that really adds value and weight for AI search.

A consistent programme of business news and thought leadership helps establish authority over time, reinforcing consistency, relevance and trust, with each story adding another trusted reference point about your business. Press releases can cover major contract wins, investment, product launches, sustainability initiatives, recruitment, apprenticeships, business growth, or customer case studies.

Collectively, these stories build a picture that demonstrates expertise, experience and credibility. When AI bots go looking, they will find a solid, reputable business profile to present in the answers they generate.

What makes a good AI-friendly press release?

The principles of good press release have not changed, in fact they align well with the way AI tools process information, so putting out a good quality release is vital.

Use clear, specific headlines: your release should have a good, attention-grabbing headline that is specific and tells readers, and AI, exactly what is going to be in the document. Avoid generic corporate language.
Include relevant industry terminology: use the language your customers use. This helps search engines and AI platforms connect your business with relevant searches and questions.
State your sources: include statistics and sources in your content, because AI systems reference content with specific, sourced data more often than content with vague generalisations.
Answer the questions your customers are asking: the more clearly these questions are answered, the easier it becomes for AI systems to understand and reference your expertise, while creating useful content that aligns with genuine search intent.

Don't stop at the press release

One of the biggest advantages of creating a quality press release is how easily it can be repurposed.

Once it has been released to media, it can be used in a number of different ways to boost your online content. It can be rewritten as a blog for your - or other - websites, used in social media posts, content for a newsletter or e-shot, case studies and more.

This creates consistent messaging across multiple platforms while reinforcing the same key themes and expertise. The more consistent your content across trusted channels, the stronger your digital presence becomes and the higher priority AI will give it.

The takeaway: press releases matter more than ever

AI-powered search is changing the way people discover and evaluate suppliers, advisers and business partners.

Whether you're competing for contracts, seeking investment, recruiting talent or raising your profile within your sector, the quality and visibility of information about your business matters more than ever.

Press releases remain one of the most effective ways to put accurate, credible information about your business into the public domain. Published through trusted channels, they help build authority, improve visibility and create the reliable digital footprint that AI search tools can utilise.

The businesses that consistently tell their story, share their expertise and demonstrate their achievements are likely to be the businesses that both people and AI platforms recognise, recommend and remember.

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