AI visibility is becoming a central concern for public-relations professionals. Veteran strategist Sarah Evans, CEO of Zen Media, says that while earned media still builds authority, owned content and wire services offer steadier chances for brands to appear in AI-driven answers.
She notes that consistent placement improves the likelihood of being cited when AI platforms generate responses. Visibility in those answers can influence consumer perception and drive traffic to a company’s owned channels. Consistent placement also helps build trust with algorithms that prioritize reliable sources.
The strategist points to a developing trend called agentic commerce, where LLMs execute purchases from natural-language prompts. A user might ask an LLM to buy items within a defined budget, and the AI completes the transaction automatically.
“If your brand doesn’t show up in that answer and it’s not recommended in the top three, and have the ability to then purchase it in that scenario, that’s what we’re talking about,” Evans explained. “Everything is leading up to that.”
Read Also: Gold Necklace Prices Mislead Buyers, Study Finds
The rise of agentic commerce could shift marketing strategies toward securing top-ranked AI recommendations. Clear, high-quality content written for people remains the preferred input for LLMs.
Contrary to a common myth, writing primarily for machines is not the goal. Human-focused narratives help LLMs understand its value and relevance, increasing the chance of recommendation.
She also suggests structuring press releases to directly answer questions that AI tools might receive from potential customers. This approach can improve the odds that its information is selected in AI-generated answers.
Facebook 
YouTube 
Twitter / X 
Instagram 
