The results are in: Google’s 25-year dominance of business research may be coming to an end.
According to new research from “politely pushy” PR agency Bospar, “nearly half of professionals (49.8%) believe AI platforms will completely replace Google for business research by 2030, with an additional 34.2% expecting AI to mostly replace traditional search.”
“We’re watching the complete transformation of how businesses find solutions,” explains Bospar Principal Tom Carpenter. “Google gives you links to explore. AI gives you answers with recommendations based on earned media credibility. When 84% of decision-makers are already buying based on AI’s first suggestion, the companies that show up are those with strategic PR programs that establish authority in the sources AI platforms trust. Being invisible to AI means being invisible to future revenue.”
It doesn’t get much more dramatic and disruptive than that!
We’re looking at a fundamental shift in the way people find information and make decisions.
But what does earned media credibility really mean, and what do strategic public relations programs that establish authority in the sources AI platforms trust actually look like?
Some of the answers are in “New AI Study Shows 5 Reasons Executives Use ChatGPT More Than Staff,” a new article by Forbes contributor Sandy Carter that’s based on the Bospar research.
Carter explains that, rather than displaying search results based on keywords as traditional search engines do, generative AI chatbots like ChatGPT rely on authority from sources including academic research (54.3%), industry publications (42.9%) and news outlets (37.5%).
If you want to appear in AI results, search engine optimization (SEO) based on keywords just doesn’t cut it. Companies need strategic PR programs resulting in media coverage (publication of their content and reporter stories including them) that establish authority in the sources that AI platforms trust. SEO is now giving way to generative engine optimization (GEO), the strategy and tactics that drive authoritative content to be published by AI-trusted sources.
In Carter’s article, Bospar Principal Curtis Sparrer provides further analysis, elucidating that “the executives with the biggest budgets are asking AI platforms which vendors to consider. The platforms do not invent answers. They cite authoritative sources. If your competitor shows up instead of you, it is because they earned credibility in media outlets executives trust.”
AEO complements GEO for AI results
Another new and important optimization strategy is answer engine optimization (AEO).
AEO helps organizations and their content appear in AI search engine results delivered by services such as Google Search via Google AI Mode. Unlike traditional SEO, which emphasizes organic search rankings, AEO involves optimizing website content – such as a blog, news release and other assets used for public relations communications – for direct, conversational answers to user questions by using structured formats that demonstrate expertise and are easy to consume for AI crawlers.
In his interview with “We Live to Build with Sean Weisbrot” thought leader Sparrer explained:
- GEO and AEO are critical: Make your content scannable and understandable by AI.
- AI prioritizes earned media from respected journalists, not pay-for-play tactics.
- Transcripts are essential: AI doesn’t source video as strongly as written content yet.
- Invest in AI-friendly FAQ pages to enhance your online properties and rankings.
- Be authentically human: Quirkiness will be rewarded in an AI-intense world.
- Never use AI as final draft: Journalists instantly recognize AI-generated pitches.
PR is gaining added power in an AI-driven world
Public relations success is no longer just a conduit to brand recognition, awareness and thought leadership – it is now essential to companies’ business and sales strategies.
The bottom line? The “power of PR” has never been more powerful.
Bospar’s public relations specialists and marketing, content creation and social media professionals are masters at harnessing that power to bring your organization, products and executives to AI chatbots’ attention – and, in the process, get you in front of decision-makers. To learn more, contact us at results@bospar.com. Try out our Design Your PR Plan and engage with Bospar’s AI-powered PR assistant, Push*E, which are available on Bospar’s homepage.
