AI is rewriting the rules of search, and with it, the value of earned media is quietly surging. As Google’s new AI Overviews roll out across the United States and other markets, the stakes for editorial credibility have never been higher. Marketers and PR professionals must understand why this matters and how to adapt.

For years, digital marketers have optimised content for traditional search results. Keywords, backlinks, technical SEO, and pay-per-click advertising have all been standard tactics in the toolbox. PR efforts often ran alongside these strategies, focused on driving trust and awareness through earned media. Now, these two worlds are converging in new ways.

AI Overviews generate conversational answers to user queries at the top of the search results page, pulling information from a range of web sources. In this new experience, the content chosen to appear in AI-generated responses becomes disproportionately influential. Users often do not need to click further to find what they are looking for. The visibility of a brand, product, or expert in these snippets can drive discovery, shape perception, and even impact purchase decisions more directly than ever before.

What determines which sources the AI pulls from? Credibility and authority are key signals. High-quality editorial content from reputable media outlets is far more likely to be referenced in AI Overviews than a brand’s own website or a generic blog post. This is where PR becomes critical.

The implications are significant for marketers. A brand’s earned media presence is now directly influencing how AI summarises information about it. This raises the stakes for securing press coverage in trusted publications. It is no longer only about the awareness and credibility that coverage generates among human readers. It is also about building a digital footprint that signals authority to search algorithms and AI systems.

Consider a recent example in the beauty space. When searching for ‘best transfer-proof lipsticks,’ Google’s AI Overview has pulled recommendations from editorial outlets such as Allure and InStyle. These publications regularly curate top lipstick lists featuring brands with high editorial credibility, making them prime sources for AI-generated summaries. Brands included in these expert roundups benefit from immediate visibility and an implied third-party endorsement at the very top of search results. Those not featured, even if they rank well in traditional organic search, miss out on this prominent placement in AI Overviews. This underscores how earned media placements in respected outlets can now translate directly into algorithmic dominance.

Another example is in the wellness sector. Searching ’does collagen really improve skin elasticity’ returns an AI Overview summarising insights from sources like The New York Times and Healthline, not brand-sponsored content. Brands that have secured earned media in these outlets, whether through expert commentary or product mentions, are positioned to benefit from this exposure in ways that are difficult to achieve through paid search alone.

This shift also challenges some assumptions about content marketing. For years, many brands have invested heavily in owned content strategies to build visibility and drive organic traffic. While this remains important, it is becoming clear that owned content alone is insufficient. In an AI-powered search environment, third-party validation matters more than ever. PR professionals who can deliver credible media placements are now directly contributing to SEO outcomes.

The PR industry has long talked about the value of earned media in building trust. Now that value is being reinforced by technology in ways that are measurable and impactful. Media relations is no longer just about the vanity of a brand being in the news. It is about ensuring that trusted editorial voices are saying the right things in the right places, so that when AI systems look to summarise the landscape, your brand is part of the narrative.

This is not just theoretical. We are already seeing clients ask for media strategies that align with this new reality. They want to know which publications matter most for AI visibility and how to position their brand within those editorial ecosystems. They are asking us to collaborate more closely with their digital marketing teams to ensure that earned media is fully integrated with SEO and content strategies.

The AI shift also calls for smarter measurement. Traditional PR metrics like impressions and share of voice are no longer sufficient. We need to understand and track how earned media is influencing AI-generated content, how it is affecting branded search results and ultimately how it is impacting consumer behaviour. This will require new tools and new ways of thinking.

For brands, the message is clear. Investing in quality PR is not optional if you want to win in an AI-driven search landscape. The earned media you secure today could be the foundation of the AI narratives that shape your brand tomorrow. Neglect this, and you risk being written out of the conversation entirely.

For PR professionals, the opportunity is equally clear. We are uniquely positioned to help brands navigate this shift. We understand what it takes to build editorial credibility. We know how to craft narratives that resonate with both journalists and audiences. And now we must also learn how to collaborate with SEO and digital marketing counterparts to ensure that earned media delivers maximum value in the new algorithmic environment.

AI Overviews are still evolving, and we are only beginning to understand their full impact. What is certain is that they mark a new chapter in the relationship between earned media and search. As PR professionals, we should embrace this moment and lead the way in helping brands earn not just headlines but algorithmic trust.

That is the future of marketing and PR. And it is one where earned media is no longer a separate channel, but a powerful driver of digital influence.