Why Communications Is the New SEO in the Age of AI
By 829 Studios
Generative AI has changed the way people search, and it’s redefining how brands are found. With tools like ChatGPT synthesizing results instead of returning pages of blue links, we’re entering a new era where brand visibility is shaped less by traditional SEO tactics and more by what you say about yourself—and what credible sources say about you.
For marketers and communications pros alike, this isn’t a cause for concern. It’s an opportunity. In fact, we believe comms has never been more important.
AI Prioritizes Truth, Not Just Keywords
AI tools like ChatGPT and Gemini are trained on vast data sets across the internet. But not all content is created equal. Large Language Models (LLMs) assign different weights to different data depending on its credibility. Tweets? Low value. A vetted article from The New York Times? High value. A legal-approved press release from your company? Also high value.
Which means your brand narrative, thought leadership, and earned media placements are no longer just about near-term buzz. They’re foundational to how your company will be represented in AI-driven search environments for years to come.
Press Messaging = Future-Proofed Brand Visibility
At 829 Studios, we help clients shape narratives that are compelling, and more importantly, credible. Because the information you publish today is being cataloged, interpreted, and re-ranked tomorrow by systems built to prioritize facts, sources, and relevance.
For founders and marketers, this raises key questions:
- What does ChatGPT say about your company?
- Is that aligned with how you position your brand?
- If not, what steps are you taking to shift that narrative?
This is why the humble press release might be making a comeback. When written clearly, factually, and with legal oversight, press releases serve as high-quality signals for AI systems scanning for trust and authority.
Journalism and Storytelling Are Now Strategic Imperatives
Your company’s blog and boilerplate matter. But third-party validation, especially from reputable media, is critical for contextual search. When people ask AI tools nuanced questions like “Who are the top cybersecurity startups in the U.S.?” or “Which companies are leading in photonic computing?”, the answers are shaped heavily by media coverage, analyst reports, and academic commentary.
In other words, AI isn’t just scanning what you say about yourself. It’s evaluating what others have said about you, especially those with recognized authority.
We’ve seen it before with legacy media placements that continue to deliver value years after publication. The difference today is that AI is surfacing those stories every second for millions of queries.
The Takeaway for Marketing Teams
This is the moment for brands to treat comms as a core part of digital visibility, one that’s on par with SEO, paid media, and content strategy. Not because it sounds good, but because it now functions that way in AI-driven ecosystems.
To compete in the age of contextual, synthesized search:
- Tighten your messaging
- Invest in earned media
- Collaborate with comms and SEO teams
- Revisit your digital footprint
Generative AI isn’t just changing how people search. It’s changing who gets found.
Let’s make sure your brand shows up.
