AI powered search is transforming how people discover and evaluate brands, and it’s making strong PR more important than ever.
That was the clear message from a sold-out webinar hosted by communications agency Orchard and digital specialists Indulge, where Channel Islands marketers heard how AI is rewriting the rules of visibility.
With AI tools influencing millions of daily searches and reshaping how results surface, the takeaway from the event was: Generative Engine Optimisation hasn’t replaced PR- it has made it even more essential. AI relies on credible signals, clear messaging and consistent reputation management, and PR deliver exactly that.
Most organisations are still at the early stages of adapting. Just 35% of attendees said they were actively reviewing or updating their content for an AI driven landscape, while 55% admitted they were still in the learning phase before making any changes.
Brooke Kenyon (pictured), MD Strategy and Growth at Orchard, said: “AI recommends brands it understands and trusts and that trust is built through the core principles of PR, combining earned media, expert commentary and fact-rich storytelling. Brands that invest in PR now will be the ones AI recognises, elevates and amplifies.
“While this period of change brings questions, it also offers enormous opportunity for brands to increase their visibility. A strong PR strategy should be the backbone of any GEO plan.”
Patrick Cunningham, Director at Indulge, added: “AI is accelerating fast, and organisations that embrace this shift early will enjoy a meaningful visibility advantage. There are both onsite and offsite opportunities here, and we’ve built a tracking tool to support this. Now is the time to upskill teams, build confidence and evolve communications so they’re ready for the future.”
