originally posted to www.carnsight.com

How is AI reshaping search and SEO from a media perspective?

I was pleased to share some thoughts on this with Zee for TechRound’s Epert Share series. The discussion couldn’t have been more timely… we’ve been chatting about it in the office lately, and we’re seeing the impact in real time when tracking coverage or doing client research.

As I said in the piece:

“Search engines are increasingly pulling from earned media (like press coverage and mentions in trusted publications) for information and authority rather than advertorials and owned media sources. This shift is a credit to the growing importance of PR, editorial online content, and organic third-party validation for brand visibility.

“We’re seeing the same thing with users switching to platforms like ChatGPT and Copilot to search and sort through information, and even Google’s own AI Overviews feature, displacing Google SERPs. Forbes reported earlier this year that nearly 41% of consumers trust Gen AI search results more than paid search results, while only 15% trust AI less than search ads.

“So, even from a trust perspective, there’s been a big shift in how people are perceiving search results, as well as the mechanics of how they’re being sourced and reported. The takeaway for businesses is that earned media is making a comeback.”

(Sidenote: it never really left, but it IS doing double duty now)

“It’s always been powerful for reputation and word of mouth, but now it’s pulling even more weight with AI-powered search and SEO. So, maybe don’t spend ALL of your budget on commercial activity.”

Earned media has also historically supported SEO, online visibility, and domain authority. It’s being valued not only by people doing due diligence – customers, candidates, partners, and that one nosy neighbour – but by algorithms.

Of course, AI-assisted search isn’t replacing traditional search or paid content just yet. SERPs still rule the roost. But changes ARE happening. For brands relying solely on owned or paid media, it’s worth rethinking the balance.

When both AI tools and real users are increasingly prioritising third-party credibility for search, you want to be ahead of the curve. Not, say, scrambling to catch up… or pawing at an exhausted budget.

If you haven’t seen it in action yet, test it. Search for your brand using an AI tool or Google’s AI Overview. Look at what’s cited. Compare the results to a traditional Google scroll.

You might be surprised by what’s showing up, and what’s not.

If you’re ready to level up your visibility in other online domains, here’s how to rank for social search.

About Carnsight Communications

At Carnsight Communications we create strategies and campaigns to showcase our clients’ brilliant work through PR, content and social media. We help them get noticed by the right audience, at the right time. We specialise in creative agency PR.