Search is changing faster than ever. Tools like ChatGPT, Google Gemini, Perplexity and Bing Copilot are becoming the new way people discover brands, ask questions and make decisions. But here’s the important bit: AI search doesn’t work the same way as Google.

Instead of ranking websites, AI tools analyse trusted online information to decide which brands to mention, recommend or highlight. This is where Digital PR becomes one of the most powerful brand visibility tools you have.

Here you’ll learn how Digital PR helps your brand show up in AI search and how to take simple steps to make your business more discoverable online. You can also download a free checklist to help you get started.

What Is Digital PR?

Digital PR is the process of getting your brand featured in credible online places such as:

News websites
Trusted blogs
Industry publications
Podcasts
Interviews
Expert roundups
Data-led stories
Social mentions from authoritative accounts

Your intention should be to build trust, authority and visibility with humans and with AI models.

How Digital PR Helps Your Brand Show Up in AI Search

AI tools don’t just look at your website. They scan the entire public internet to understand:

what your brand does
how trustworthy you are
how often you are mentioned
whether credible sources talk about you
what topics your brand is associated with

Think of it like this - digital PR creates the evidence AI tools need to recognise and trust your brand. The more your brand appears in reputable online sources, the more likely AI models are to:

include you in answers
recommend you in category searches
pull your insights or quotes
recognise your brand as an “entity”
understand what you do and who you help

This is why Digital PR has become essential for modern visibility.

5 Ways Digital PR Improves Your AI Search Visibility

1. Digital PR builds brand authority

AI tools prioritise well-known, well-cited brands. A few strong media mentions go a long way.

2. Digital PR helps AI understand your expertise

Consistent messaging across articles helps LLMs connect you to specific topics.

3. Digital PR strengthens your online footprint

Digital PR adds high-authority backlinks and mentions. Both are important signals for search engines and AI.

4. Digital PR improves your entity recognition

If your brand and founder appear in enough credible places, AI models begin to treat you as a reliable entity.

5. Digital PR increases your chances of being recommended

AI tools want to avoid hallucinations, so they use information from brands already validated by the internet.

Digital PR creates shareable, newsworthy stories, often based on data or trends, to attract links from high-authority websites, generating long-lasting online visibility and audience engagement.

Beginner-Friendly Steps to Improve AI Visibility Using Digital PR

While prioritsing Digial PR in your brand strategy, apportioning budget and and engaging a specialist PR agency is recommended, there are a few things dedicated marketers can so to improve a brand’s chances of being picked up in AI search:

Make sure your brand description is consistent everywhere
Create or update your LinkedIn, Crunchbase and Google Business profile
Add FAQs and a clear About page on your website
Publish one simple, helpful article on your site
Build and develop relationships with 10–20 journalists in your niche
Share expert commentary and small data insights
Create a press page with bios and brand facts
Update or repurpose one insight each month
Pitch yourself for commentary in relevant news topics
Track which AI tools mention your brand over time

If you want a ready-to-use version, see below, where I’ve created one for you.

Download Your Free AI Search Digital PR Checklist

Use this simple checklist to ensure your brand is findable, readable and trustworthy to AI search tools and language models. Perfect for founders and marketing leads of SMEs and start-ups.

Digital PR Is the New SEO for AI Search

As AI becomes part of everyday search, brands need more than keywords and blog posts to stay visible. They need authority, credibility and digital trust signals, and Digital PR is the fastest way to build them.

Whether you're just getting started or levelling up your strategy, Digital PR ensures your brand is not only seen by people, but also recognised by the AI systems shaping the future of discovery.

How Digital PR Helps Your Brand Get Found by AI Tools Like ChatGPT