Shaping AI: A New Era of Influence

AI has rapidly evolved from a behind-the-scenes analytics tool into a commanding force that guides what we read, watch and hear. Marketing experts like Rand Fishkin emphasise that although mainstream media may have lost some of its previous dominance, the proliferation of digital platforms—ranging from Reddit and YouTube to AI-driven news feeds—has opened expansive new avenues for PR.

In this piece, we’ll explore how AI “learns” from the content it ingests, how PR professionals can strategically position messages in AI’s growing knowledge base, and why a careful, ethical approach to influencing AI is more critical than ever. Ultimately, this article illustrates that in a world dominated by algorithms, PR can play a central role in shaping brand perception.

AI’s Learning Mechanisms

AI systems construct their understanding of the media landscape through a process of data aggregation, gathering content from all kinds of online sources, including articles, social posts, podcasts, newsletters, images, whitepapers and video content. By identifying patterns within this vast pool of information, AI refines its sense of what’s relevant, correct and newsworthy. Notably, quality and diversity matter. If AI only encounters skewed data or hyper-targeted viewpoints, it risks developing an echo chamber that doesn’t reflect reality. Stella Bayles highlights this dynamic in her recent LinkedIn post, introducing a tool called inthemix.ai that analyses which media sources are recommended by AI models like Gemini. This underscores the importance of securing coverage in reputable outlets to influence AI-generated content effectively.

Beneath the surface, sophisticated algorithms guide how AI interprets and prioritises material. Machine learning enables these systems to improve incrementally as they encounter more data. At the same time, natural language processing (NLP) helps AI read between the lines, picking up on tone, context and nuances in human language. When PR teams understand these technical underpinnings, they can create and position content in ways that AI is more likely to pick up and disseminate.

PR’s Role in AI Perceptions

PR can subtly direct how AI-driven tools perceive and portray a brand by strategically crafting press releases, thought leadership articles or brand narratives—and distributing them through credible outlets. If the majority of coverage across respected publications points to a brand’s innovation, sustainability or consumer-first approach, AI is more likely to echo those qualities in search results, summary feeds and emerging chatbot responses.

This influence becomes especially critical during crises. When a brand faces negative coverage, quickly distributing corrective or nuanced viewpoints to key media channels can shift AI’s portrayal from a purely negative angle to a more balanced or even positive perspective. Of course, this level of influence also demands ethical vigilance. While shaping AI’s narrative can be strategic, pushing it too far risks crossing into manipulation or misinformation, which can erode trust with both the audience and the broader media ecosystem.

Measuring Success in AI-Influenced PR

Professionals can look to shifts in sentiment analysis, search visibility, and media coverage quality to demonstrate the value of PR efforts that target AI-driven platforms. Observing how frequently a brand appears in top AI-driven feeds, or monitoring changes in AI-generated summaries (such as on Google Discover or chatbot responses), can reveal whether messaging is resonating. Tools that track real-time sentiment, paired with ongoing social listening, help PR teams adjust strategies on the fly if AI starts echoing sentiments counter to a brand’s desired positioning.

This continual feedback loop also underscores the importance of adaptability. If algorithms and discovery tools reward fresh, relevant content, brands that provide regular updates—rather than static, one-off statements—tend to see sustained positive impressions. Having the agility to pivot tactics based on analytics findings is becoming a core skill for any PR professional who wants to influence AI-fueled narratives effectively.

Challenges and Opportunities

A key challenge lies in algorithmic complexity: as AI evolves, the exact factors determining how content is ranked, surfaced or dismissed can shift rapidly. PR teams need not only to keep pace with these changes but also to maintain authentic storytelling that resonates with human audiences, while remaining detectable and relevant to AI systems.

On the opportunity side, AI provides a remarkable capacity for precision and personalisation. Rather than broadly broadcasting messages in hopes of hitting the right audience, brands can harness AI insights to reach more specific communities—such as niche subreddits or specialised industry newsletters—where targeted audiences gather. Furthermore, AI’s ability to analyse enormous data sets helps PR teams track conversations in real time, anticipate rising trends, and craft responses while issues are still nascent. This agility can be a decisive factor in building or defending a brand’s reputation.

A Strategic Vision for the Future

Looking ahead, we believe the bond between AI and PR is set to deepen. Advancements in machine learning and natural language processing will let AI interpret cultural cues, sarcasm, and emotional subtleties with near-human finesse. PR professionals will need to refine their messages accordingly, ensuring they don’t just pass algorithmic filters but also resonate authentically with human beings.

At the same time, the debate around ethics will intensify. As PR exerts more control over AI’s understanding of events or brands, the industry must draw a clear line between fair persuasion and outright manipulation. Upholding transparent and accurate practices will be essential for maintaining public trust and credibility.

In this future landscape, brands willing to invest in ongoing education for their PR teams—so they can better understand AI’s evolving mechanisms—will have a significant advantage. Real-time analytics, predictive modeling, and deep-dive sentiment tools are likely to become part of the everyday PR toolkit, and those who adapt quickly will be best positioned to guide brand narratives in an AI-centric world.

Crafting Content Ready for AI

Clarity and accuracy remain paramount for PR teams hoping to produce AI-friendly content. AI tools favour text and multimedia that clearly communicate the heart of a message. This includes using relevant terminology in a natural, audience-driven manner and supporting claims with verifiable data. Well-chosen images and videos can also boost a story’s discoverability as AI’s visual-recognition capabilities expand.

However, artificial “keyword stuffing” or clickbait can backfire, as modern algorithms often penalise tactics that appear manipulative. More than ever, authenticity and expertise are powerful signals, helping brands gain a lasting edge in AI-dominated landscapes. By balancing narrative appeal with the information requirements of AI, PR professionals can ensure their messages resonate with both machines and the humans who rely on them.

The Final Word

We are witnessing a turning point where AI underpins a massive share of our content discovery and consumption. Rather than diminishing the importance of public relations, this shift actually magnifies PR’s potential. Influencing AI to spotlight the right angles, building trust through transparent storytelling, and interpreting real-time sentiment data to inform adaptive strategies all point to a new era of PR-driven influence.

Brands that master these capabilities will find themselves well-positioned in a rapidly changing media ecosystem, while those clinging to outdated models may struggle to capture AI’s increasingly selective attention. By maintaining ethical guardrails and respecting AI’s (and the public’s) craving for credible, meaningful content, PR professionals can steer AI-driven narratives and shape the perceptions that define tomorrow’s media landscape.

At Smoking Gun PR, we’re already helping forward-thinking brands navigate this shifting landscape with precision and purpose. If you’re ready to influence how AI sees and shares your story, let’s start the conversation.