Earned Media in the AI Era: How Tech Brands Build Trust, Visibility, and Pipeline

AI has quickly moved from curiosity to companion, with most of us using tools like ChatGPT or Claude to answer questions for work or personal use, and often as a trusted writing aid. More people are moving beyond experimenting and using AI regularly in their daily routines. For work, it might be: “How can I explain edge computing in simple terms for a customer pitch?” or “Can you draft a diplomatic email asking my boss for more time on a project?” For personal life, it could be as simple as: “What are the odds the 49ers will make the Super Bowl?” (AI: “Vegas says about 20%, but let’s just call it ‘better than last year.’”)

But AI is doing more than answering everyday questions or setting realistic expectations about playoff chances. It is reshaping industries and changing how we communicate and make decisions. Unlike past tech cycles, AI has transformed how people search for and trust information. Instead of scrolling through endless results, buyers now receive synthesized answers that highlight credible, third-party sources. This makes earned media more valuable than ever, especially when supported by authoritative, verifiable content and reinforced by owned channels.

For me, this evolution feels personal. I have spent my career in tech, helping clients build credibility through media relationships, compelling storytelling, and thought leadership. Seeing AI elevate the importance of trusted voices validates what my team and I have been doing all along: helping companies break through the noise and position their leaders as experts that both people and AI systems recognize as reliable.

As someone who follows the 49ers weekly, it is not surprising to see their playoff odds come in so low, considering their injury bugs. Tough for a fan to admit, but sometimes AI really does call it right. The same is true in PR. When credible coverage appears in trusted outlets, it carries weight with both people and AI systems.

What a Wall Street Journal Placement Taught Us

One client’s story illustrates the power of earned media. We worked with a radar-sensing company to sharpen its differentiation and connect product features to business outcomes. The result was coverage across key trade outlets and in The Wall Street Journal’s CES recap. That single placement opened doors to opportunities that would not have been possible through owned channels alone, while also serving as a strong signal to AI and SEO systems. That single placement created visibility and credibility that owned channels alone could not deliver. It also reinforced the value of securing coverage in trusted, high-profile publications.

The lesson is simple: focus on customer outcomes with credible evidence. That is what resonates with editors, buyers, and the algorithms that evaluate authoritative sources.

Why Earned Media Matters More in AI Search

B2B buyers are increasingly researching independently. A 2025 Gartner survey found that 61 percent of buyers prefer a “rep-free” buying experience. Gartner also reports that buyers spend only 17 percent of their total buying time meeting with suppliers, meaning 83 percent of the journey happens through independent research and peer content.

Supporting data from 6sense shows that 80 percent of buyers wait until they are about 70 percent through their journey before contacting a vendor.

This shift means discovery happens through content, search, and now AI- or LLM-generated overviews rather than sales conversations.

At the same time, communications teams are modernizing. Ragan’s 2025 Communications Benchmark Report found that 72 percent of communicators adopted or upgraded a tool in the past year, with AI cited as the most common new technology.

The takeaway is clear: earned media and expert bylines boost credibility and trust where buyers (and AI systems) are already looking. Owned channels then reinforce and expand those messages, providing depth beyond what AI summaries capture.

PR Plays for B2B Tech and Digital Infrastructure

Press-release amplification with context: Package announcements with outcomes, data, and local relevance. This makes them more appealing to editors and more valuable to analysts and stakeholders.

Executive thought leadership that answers real questions: Bylined articles and media responses give executives a platform to explain trade-offs, from cooling strategies for AI to interconnection options. Clear language, cited data, and practical takeaways always resonate.

Fall Is the Perfect Season to Prepare

Editors are already soliciting year-end predictions. This is the time to run short, focused sprints to generate predictions, bylines, and quotable statements. A few strong perspectives on topics like sustainable power strategies, interconnect upgrades for AI workloads, or edge architectures can secure visibility that carries into next year.

From Visibility to a Qualified Pipeline

For years, my team and I have built authentic relationships with the media by pitching insights, sharing stories that matter, and positioning executives as credible voices. That work pays off.

Muck Rack’s 2025 State of Journalism Report shows why. Eighty-four percent of journalists say some of their stories originate from PR pitches, and half say relationships with PR professionals are important to their success. At the same time, 77 percent are already using AI tools to support their reporting. Accuracy, timing, and relevance matter more than ever.

I see this play out daily. A strong placement helps journalists deliver better reporting and allows executives to shine as trusted leaders. Companies risk irrelevance by waiting for the “perfect” moment.

Earned media builds trust. It accelerates decisions. And it proves that, when you have a story worth telling, nothing replaces high-quality media coverage.

As AI continues its shift from curiosity to companion, now is the time to strengthen your earned media strategy so visibility converts into growth and leadership. That is how you win in the AI era.