The rapid adoption of AI-powered search tools such as ChatGPT and Perplexity is set to transform how audiences discover information. Gartner predicts that by 2027, this shift will drive a 2x increase in PR and earned media budgets, as brands prioritize visibility in AI-generated answers.
Unlike traditional search, AI engines heavily favor earned and organic content, with over 95% of cited sources being non-paid and 27% coming directly from earned media. This trend is already visible, with ChatGPT (+608%) and Perplexity (+262%) witnessing explosive traffic growth, while traditional search engines show marginal declines.
As a result, communications leaders are increasingly reallocating budgets toward PR, brand storytelling, and owned platforms to strengthen answer engine optimization (AEO) and maintain narrative control. Gartner notes that credible third-party coverage from high-trust sources will be critical for brands aiming to stay relevant in the AI-first discovery era.
Get more details in the Gartner report here: Top Predictions to Inform 2026 Comms Strategies
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