Earned Media in the AI Age: What Gartner’s LLM Prediction Means for B2B PR Strategy

Over the past year, Engage PR has talked often with clients and prospects about how large language models, or LLMs, are reshaping B2B PR strategy. These discussions reflect how buyers are researching, comparing, and shortlisting companies today using AI-driven search.

Most leadership teams recognize that platforms such as ChatGPT, Claude, Gemini, and others are influencing vendor evaluations. What some have not fully reconciled is that earned media now directly influences whether their company is visible, credible, and competitive in this AI-influenced environment.

As AI-mediated search becomes part of stakeholder research, earned media increasingly shapes how organizations are surfaced. Gartner predicts that by 2027, widespread adoption of public LLMs will begin replacing traditional search. As AI answers become the primary interface for discovery, the signals these systems rely on, including earned media, executive commentary, and third-party validation, become even more influential. This signifies a fundamental restructuring of how authority is established and understood.

Earned media goes beyond press release pickups; it establishes authority and fosters visibility and credibility. An effective earned media strategy may include awareness-raising tactics like positioning executives in stories reporters are developing and contributing substantive byline articles to build sustained media relationships. These actions shape the public record that AI platforms rely on when summarizing your company for buyers turning to AI-driven research.

Some marketing executives still default to owned channels and periodic announcements because that approach worked when search results were predictable and link-driven. In an LLM-driven search environment, authority is synthesized from the broader public record and weighted by credible third-party validation rather than self-published messaging.

AI-Driven Search Reflects Public Authority

When a buyer asks an AI platform about your company, the response is shaped by credible third-party coverage, executive commentary, analyst perspectives, and narrative consistency across reputable outlets. AI systems synthesize these signals into summaries that influence perception before a sales conversation begins.

If your organization has sustained earned coverage reinforcing a clear positioning, that positioning becomes part of the signal LLMs recognize and repeat. In an AI-driven discovery environment, the strength of your public narrative directly influences how you are described and compared.

Investment in Earned Media Strategy Directly Impacts Search and Sales

There’s a gap between understanding AI’s influence and aligning communications investment accordingly. Many marketing teams rely heavily on AI applications for research and content development yet overlook that those same platforms depend on earned media signals when generating AI search responses. AI tools can accelerate output, but they cannot replace the independent third-party validation provided by media outlets and analysts.

Positioning executives in relevant stories, contributing written pieces, and maintaining strong reporter relationships builds the credibility AI systems reference.

Owned content remains essential because technical depth and structured thought leadership support sales enablement. However, owned content performs best when reinforced by earned authority. Earned media builds validation and trust, while owned content delivers substance and clarity. Together, they shape how buyers and LLMs interpret your expertise and your role within the category.

What This Means for Communications Leaders

The rise of LLM-driven search reinforces several priorities:

• Align earned, owned, and shared messaging around a disciplined narrative

• Invest consistently in proactive media relations

• Elevate executive positioning within industry conversations

• Regularly assess how your brand appears in AI-generated search responses

For communications leaders, the most important question is whether your B2B PR strategy clarifies your company’s differentiators and supports revenue performance.

At Engage PR, the focus remains on building durable authority that compounds over time. Earned media strategy and executive positioning are foundational to how companies are surfaced, evaluated, and trusted in AI-influenced discovery.

AI platforms are already interpreting your public record. As AI answers increasingly replace traditional search results, that interpretation will only grow in influence. The only question is whether that record reinforces your leadership or allows competitors to define the category in which you operate.

Contact us to learn more and schedule a free consultation.