But how we search and source information is changing in the world of Gen AI. Estimates show that in 2024:
- Google had more than 14 billion searches/day
- ChatGPT had (at the very most) 37.5M searches/day
While there is still a noteworthy gap, that will no doubt close pretty quickly as AI becomes more commonly used. So, what does that mean for brand reputation?
Research by UK-based measurement firm, Hard Numbers, into this emerging space shows that both earned and owned media remain critically important in a world where more customers, users, partners, and investors are getting their information from AI.
Its research shows media coverage drives 61% of content about brands when searching on ChatGPT. Owned media is also influential (44%), while social media barely registers (less than 1%).
When asking, ‘Is [company] trustworthy?’, 65% of answers on ChatGPT were influenced by editorial coverage. Editorial coverage was also highly influential on whether a company offered good value for money, driving 72% of answers.
In the words of Hard Numbers: AI is supercharging editorial media’s influence on corporate reputation.
We have been here before, of course. When social media took off a decade ago the death of traditional media and journalism was seen as imminent. Yet, social media relies heavily on traditional news media to drive engagement and attention. The real challenge is ensuring quality journalism is fairly compensated.
Today, we hear a similar rhetoric about how AI will spell the death of PR, journalism, and broader content creators. Yet, our roles are more important than ever. Quality, independent journalism is in high-demand for the AI bots. Editorial ensures your brand is not only visible but viewed as credible and trustworthy.
We have long recognised the value of media in providing third party recognition of brands and it seems this will continue to be an important component for many years to come, even in the world of AI.
