Everyone’s Obsessed With AI Search. Smart Companies Are Starting With PR Instead

The sources AI trusts most may be the ones your communications team has spent years cultivating.

EXPERT OPINION BY MICHAEL KAYE

Companies are pouring resources into learning how to optimize for ChatGPT, Claude, Gemini, and Perplexity, among others, and many of those organizations have assigned the work to digital marketing teams.

That makes sense, but only up to a point.

It overlooks an important point that AI-generated answers aren’t built only from websites. They’re built from reputation. And that’s why one of........

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