Summary
- Earned media becoming key to AI search visibility.
- PR professionals play growing role in AI-driven discovery.
- Trusted news sources increasingly cited by AI tools.
- Gartner predicts rise in PR and earned media spending.
KUALA LUMPUR, July 20 — Earned media is becoming a key factor in how brands are discovered by AI platforms such as ChatGPT and Google’s AI Overviews, according to Manminder Kaur Dhillon.
Speaking at the Supernewsroom.AI Public Relations Bootcamp 2026, she said AI models rely heavily on credible news coverage and authoritative sources.
When generating responses, making public relations increasingly important for brand visibility. She added that consistent coverage by trusted media benefits both brands and publishers.
While a Gartner report forecasts PR and earned media budgets could double by 2027 as AI search continues to grow.
