How to be recommended by generative AI and why it matters now
Written by Anika Shah, head of communications at Digital Glue
In 2025, being found by customers increasingly depends on being found by generative AI.
Tools like ChatGPT, Google Gemini and Microsoft Copilot are changing how people search for services, compare options, and make buying decisions.
They don’t just rely on what’s on your website. They draw their answers from credible third-party sources — and if you’re not appearing in those sources, you’re unlikely to show up at all.
That’s where PR comes in.
PR isn’t just for product launches. It’s a visibility tool. It puts your business in the publications and platforms that both people and AI trust — from expert reviews to listicles, comparison pieces and media commentary.
If you’re not part of the content that trains these systems, you’re not part of the result.
Why this matters now
Generative AI tools are already shaping buyer behaviour. These platforms pull information from trusted, authoritative media — including national press, trade publications, product reviews and expert commentary.
A study from Muck Rack’s Generative Pulse report, which analysed over a million AI prompts, revealed a staggering statistic: 96 per cent of citations in AI-generated answers come directly from PR-driven content.
That means AI is drawing on trusted third-party sources - not your sales page, and rarely your blog, unless it’s authored, credible, and supported by external media links.
So the question isn’t just “Are you ranking on Google?” It’s “Are you feeding the sources AI relies on to make a recommendation?”
If the answer is no, your business may be missing out on visibility, leads and growth — without realising it.
What can you do now?
The good news is, there are practical steps you can take to show up where it counts.
Here’s what we’re working on with businesses right now:
1. Use summer to prepare for the autumn push
Journalists, buyers and decision-makers start planning again in September. If you wait until then to start building visibility, you’ve already missed the boat.
We’re helping clients:
- Refine messaging so it’s media-ready
- Draft press releases aligned to current industry trends
- Build tailored press and reviewer lists
- Create content that’s credible, AI-friendly and ready to be found
Even if you’re not launching, you can use this quieter period to build a media presence — and be ready when the market is paying attention again.
2. Build credibility in the right media
AI pulls from high-authority sources. That includes:
- Industry listicles (like “Top 10 recruitment firms in the West Midlands”)
- Product reviews from credible publications
- Thought leadership in trade and local press
- Expert commentary on timely topics
Getting featured in these spaces isn’t just good PR. It’s how AI learns who you are, what you do, and whether to recommend you.
3. Optimise your existing content for visibility
Make your website and content more “AI-friendly” by:
- Adding author bios to blog content to establish trust and authority
- Referencing third-party data or relevant media
- Repurposing PR wins into content that’s visible and linkable
These small changes send strong signals to both people and platforms that your content is credible and trustworthy.
Why this matters to Greater Birmingham businesses
If you’re a growing business in the region, your visibility — online and offline — has always mattered. Now, it matters in a new way.
AI is changing how businesses are found. PR is how you make sure you show up.
We’re already working with companies to shape their message, secure coverage, and build the kind of visibility that gets results. Whether you want to attract customers, partners or investors, the work starts now.
Want to be seen? Start with PR that feeds the platforms doing the recommending
If you’d like to find out how visible your business is in generative AI searches — and what you can do to improve it — we’d love to talk.
Or contact Anika, head of communications at Digital Glue, to discuss how we can help you increase your visibility and win more business.
About the author
Anika Shah is Head of Communications at Birmingham based marketing agency Digital Glue.
She has spent her career helping businesses to scale through strategic marketing campaigns.
Her specialism lies in strategic campaign planning that brings together different marketing disciplines, from web and digital to traditional communications.