Summary
Brands must rethink public relations as consumers increasingly rely on AI platforms such as ChatGPT, Gemini, Perplexity and Claude for purchasing decisions. Marketing Dive argues that CMOs should develop “machine relations” strategies to improve how AI systems discover, understand and recommend their brands. The approach involves auditing AI visibility, earning credible third-party coverage, engaging online communities, maintaining accurate profiles and creating content that machines can easily extract. Marketers should prioritize authoritative facts, consistent messaging and crawlable websites rather than relying solely on traditional SEO. The article also recommends measuring “share of model” alongside share of voice to connect AI visibility with business results.
Marketing Dive
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