During a recent event at PR Newswire’s London office, communications and marketing leaders received practical strategies for strengthening their brand’s AI visibility and credibility.

Experts stressed the enduring power of press releases as a trusted source of truth for traditional media and modern AI algorithms.

LONDON, Sept. 30, 2026 /PRNewswire/ — AI-powered platforms including ChatGPT, Gemini and Google AI Overviews are fundamentally reshaping how audiences discover organisations and research brands. PR Newswire, the 2026 MarTech Breakthrough Awards winner for Press Release Distribution Company and AEO Platform of the Year, recently addressed these shifts during an in-person breakfast event at its London office. Company experts and leaders in journalism and marketing shared strategies for maintaining credibility in AI search by publishing high-quality, authoritative content and leveraging AI visibility data to optimise campaigns for the future.

Learn how PR Newswire’s Amplify platform is transforming the PR workflow by helping customers expand the global reach of their stories and enhance AI search visibility: https://www.prnewswire.co.uk/amplify-platform/

Expert Perspectives on AI Shifts

The London event, “Winning Visibility in the Age of AI Search,” moved beyond standard discussions of Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) to address how the changes are affecting strategies for communications and marketing professionals, and driving a renewed focus on the value of trusted content and verifiable data sources.

Industry leaders shared insights into how AI tools are currently being integrated into newsrooms and corporate decision-making frameworks, providing attendees with information from multiple sides of the conversation.

Harriet Meyer, an award-winning journalist and founder of AI for Media, shared a journalist’s perspective on AI in the newsroom. Meyer emphasised that while AI tools assist the media with research and briefs, the underlying credibility and utility of corporate information like press releases remain the primary factors in earning journalist trust.

Jonny Bentwood, Chief Data & Analytics Officer at Golin Ketchum, detailed how AI and media analytics can support smarter decision-making. He highlighted opportunities for more meaningful measurement, moving from simple metrics to nuanced indicators of brand influence within AI models.

Strategic takeaways from the session included:

• Authority Drivers: Credible, trusted press releases and earned media pickup play an important role in securing citations within AI-generated answers.
• Answer-First Content: Data-rich content that is optimised to answer common queries and structured for discoverability helps to maximise a story’s impact.
• Working with Newsrooms: Journalists may be using AI for some tasks, but when it comes to their work with communicators, the long-time best practices still stand. Grab attention and build journalist trust with human-centric storytelling that features clear story angles, unique data, real quotes from real spokespeople and easily identifiable details.
• AI Measurement Cycle: AI responses should be considered part of the media landscape and evaluated alongside news and social media analysis. Track brand mentions and sentiment to understand your brand’s AI search footprint and develop data-based strategies to enhance visibility and control the narrative.
• Thoughtful & Responsible AI: As AI becomes more embedded in communications and newsrooms, use it thoughtfully and responsibly to enhance rather than replace human expertise, with accuracy, transparency and trust at the heart of how it is used.

“The ‘Winning Visibility in the Age of AI Search’ event was a great success and we’re so thankful to Harriet and Jonny for sharing their valuable insights,” said Alistair Wheate, Principal Solution Strategist at Cision and a participant during the event’s panel discussion.

“AI Search is increasingly becoming a part of everyday life. This represents a golden opportunity for communicators as editorial and earned social content are the driving force shaping AI’s view of the world. At PR Newswire and Cision, we are dedicated to helping our customers understand what these changes mean and what the risks and opportunities are for their businesses. Whether it’s how to measure and understand your brand position in LLMs, where and how to target your messaging, or even what narratives you should promote and how to frame them, we have the expertise and tools to help,” he continued.

Through Amplify—which launched one year ago and has since introduced various enhancements and features—PR Newswire provides customers with data-backed AEO/GEO insights and recommendations to help improve content’s AI discoverability. Then, targeted press release and multichannel content distribution through PR Newswire’s global, trusted distribution network helps position customers as credible sources for AI-driven search. The company also implements best practices on its own website to enhance the visibility of client news across traditional search engines and emerging AI platforms.

As a result of its dedication to helping customers navigate the new search landscape, PR Newswire consistently generates more AI mentions than any other press release platform—a critical advantage for brands seeking visibility in modern search results. The company continues to grow and evolve its suite of solutions to help customers succeed in the increasingly complex and rapidly shifting landscape.

About PR Newswire

PR Newswire is the industry’s leading press release distribution partner with an unparalleled global reach of more than 500,000 newsrooms, websites, direct feeds, journalists and influencers and is available in more than 170 countries and 40 languages. From our innovative AI-powered PR Newswire Amplify™ platform, award-winning Content Services offerings, integrated media newsroom and microsite products, Investor Relations suite of services, paid placement and social sharing tools, PR Newswire has a comprehensive Multichannel Amplification™ catalogue of solutions to solve the modern-day challenges PR and communications teams face. For more than 70 years, PR Newswire has been the preferred destination worldwide for brands to share their most important news stories.

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