By Paola Iuspa-Abbott, President of Top of Mind Public Relations
If you’re a CMO or director of media at a company, here’s something you can’t ignore: AI bots are already deciding what people see when they search for answers, and those bots are pulling from a very specific set of sources.
A recent PR Daily article shared findings from a Muck Rack analysis of more than one million AI-generated answers. The goal? To figure out exactly which sites and types of content AI search engines are using.
The results confirm what many PR pros have suspected:
- Earned media coverage is still one of the strongest ways to get in front of both humans and AI.
- Thought leadership blog posts on your own site matter more than ever.
- Yes … press releases still have a place in feeding AI search results.
Why This Matters for Businesses
For brands, law firms, consulting companies, accounting giants, and other professional services, this is a wake-up call. AI search isn’t just “the future” … it’s happening now. And if your firm’s content isn’t showing up where AI looks for answers, you’re invisible in a whole new way.
Here’s what the PR Daily article, and Muck Rack’s data, make clear:
- Earned media is still king. A great feature in a reputable outlet doesn’t just impress clients, it also trains AI to recognize you as a credible source.
- Corporate blogs aren’t optional. Long-form, original thought leadership posts can be pulled into AI-generated answers if they’re well-structured and optimized.
- Press releases feed the machine. The right keywords, clear formatting, and newsworthy topics increase the odds your release will be indexed and cited.
How to Make Your Firm AI-Visible
If you’re in charge of marketing or PR for a brand, here’s your to-do list:
- Pitch smarter: Target earned media opportunities that align with topics your audience, and AI bots, are looking for. Think industry trends, unique insights, and original data.
- Structure for AI: Use clear headings, bullet points, and long-tail keywords like “AI search visibility for consulting firms” or “how AI bots source law firm thought leadership.”
- Keep your press releases relevant and optimized: Include strategic keywords and data points that AI can easily parse.
- Blend SEO with AEO (Answer Engine Optimization): You still need traditional SEO, but AI-friendly formatting and conversational clarity now matter just as much.
Some Keywords to Keep in Mind
- AI search discovery for professional services firms
- Earned media visibility in AI-generated answers
- Generative search engine optimization for law firms
- How AI bots source PR and corporate blogs
Source: Muck Rack: https://generativepulse.ai/report/
Bottom Line
As PR Daily’s coverage of the Muck Rack study makes clear, AI search engines are shaping what your future clients see, and they’re deciding based on sources they already trust.
For CMOs and media relations leaders, the takeaway is simple: If you want your company to be part of the AI conversation, you need a visibility strategy that combines earned media, optimized thought leadership, and press releases that actually work in the AI era.
About the Author
Paola Iuspa-Abbott is the founder and president of Top of Mind Public Relations, a national PR agency specializing in strategic media relations, thought leadership, and digital visibility. A former journalist with more than a decade of experience in major newsrooms, she brings a newsroom mindset to public relations, helping clients earn meaningful press coverage and build authority across both traditional and digital platforms.
Since launching Top of Mind PR in 2015, Paola has led campaigns for law firms, real estate developers, nonprofits, and national brands, with a focus on securing high-impact media placements, optimizing content for search engines, and staying ahead of how AI and algorithms shape visibility today.
