In a world where 88% of companies already use AI, the search for trustworthy information has fundamentally changed. Generative AI systems are the new gatekeepers of knowledge. But at a time when trust in traditional institutions appears to be at an all-time low, a crucial question arises: Who does AI trust?
The answer is paradoxical: although trust in the media is declining, it is the most important source of credibility for AI systems. A recent study by Muck Rack shows that almost half (49%) of all AI responses that require current information cite journalistic sources [2].
In this article, we explain why strategic PR is becoming a vital discipline for B2B companies in this new ecosystem and how you can bridge the trust gap.
Short answer: AI systems learn authority from established journalistic sources because these are considered reliable. Your brand must be present in these sources in order to be classified as credible by AI.
Trust in institutions is eroding. The Edelman Trust Barometer 2025 shows that 61% of people worldwide feel disadvantaged by the system and distrust institutions [3]. At the same time, 71% of B2B marketers use generative AI on a weekly basis [4].
This tension forces AI developers to train their models using the most reliable data available. And despite all the crises, that seems to be journalistic content.
Journalistic content: 49% for current topics, 27% overall.
Corporate blogs & content: Especially for subjective questions (e.g. instructions).
Government and NGO sources: For official data and statistics.
Conclusion: To be perceived as an authority by AI, you should be present where AI learns and searches—in the media.
78% of marketing decision-makers rate earned media as more effective than traditional advertising [5]. In a world of information overload, an editorial recommendation is the strongest signal of credibility - for people and machines.
The logic behind it:
Third-party validation: A mention in a specialist medium is an external confirmation of your expertise.
AI training data: Each placement becomes a permanent data point that strengthens your brand's AI reputation.
Differentiation: 45% of marketers believe their brand is not sufficiently differentiated [6]. Earned media creates this differentiation through credible stories.
Short answer: GAIO is the strategic optimization of your content and online presence to be ranked as a trusted source by AI systems and cited in their responses. It's not about keywords, it's about authority.
In contrast to traditional SEO, which focuses on keywords and backlinks, GAIO focuses on three signals:
Recency (topicality): AI models prefer up-to-date information. 56% of ChatGPT's journalistic citations are from the last year [3].
Relevance: Niche authority in a specific field is more important than general popularity.
Reputation (Reputation): Content that is cited by credible sources gains authority.
The consequence: A single, well-placed PR message in a relevant specialist medium has a higher GAIO value than hundreds of social media posts.
One component should always be a systematic PR strategy aimed at being perceived as an expert in relevant specialist media. The aim is to provide journalists with valuable insights that they can use for their work.
The 4 steps to earned media GAIO-excellence:
Conduct an AI audit: Ask AI tools (ChatGPT, Perplexity) who the leading providers are in your industry. If you are not mentioned, you have a reputation gap.
Media mapping: Identify the top 10-15 trade media outlets that are viewed as authorities by your target audience and AI systems.
Developing a content strategy for PR: What internal data, what expertise, what controversial theses can you offer journalists?
Position experts: Build up the people in your company as credible sources that journalists want to quote.
Is SEO dead now?
No, but its importance is shifting. SEO remains important for traditional search. GAIO is the complement for AI-powered search. However, a good GAIO strategy (strong PR) will also improve your SEO, as backlinks from authoritative media are a strong SEO signal.
How do I measure the ROI of PR and GAIO?
Traditional PR metrics such as Advertising Value Equivalency (AVE) are outdated. Measure them instead:
AI visibility: How often is your brand mentioned in AI responses (before/after)?
Share of Voice: How often are you mentioned in the target media compared to competitors?
Quality of placements: One mention in a top-tier medium is worth more than ten in small blogs.
How long does it take for a GAIO strategy to take effect?
GAIO is a marathon, not a sprint. The first results can be seen after 3-6 months. Building sustainable authority takes 12-24 months. But unlike paid advertising, the effect is permanent.
Your next step: Close the trust gap
The data is clear: the future of B2B visibility lies in the ability to gain the trust of people and machines. The most effective way to achieve this is through strategic PR.
Start with a concrete goal: A placement in a relevant trade publication in the next 90 days that supports one of your core theses with data.
[1] McKinsey (2025). The State of AI: Global Survey 2025. https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai
[2] Muck Rack / Nieman Lab (2025). Generative AI models love to cite Reuters and Axios, study finds. https://www.niemanlab.org/2025/07/generative-ai-models-love-to-cite-reuters-and-axios-study-finds/
[3] Edelman (2025). 2025 Edelman Trust Barometer. https://www.edelman.com/trust/2025/trust-barometer
[4] G2 (2025). AI in B2B Marketing: How Teams Are Using AI In 2025. https://learn.g2.com/ai-in-b2b-marketing
[5] MHP Group / MMM-Online (2025). Earned media is more effective than traditional advertising, marketers claim. https://www.mmm-online.com/news/earned-media-is-more-effective-than-traditional-advertising-marketers-claim/
Stefan is co-founder of EPOS and has been involved in B2B marketing and communications for more than 20 years.
Then get in direct contact with us. We are excited about your plans and projects.
Is a contact form too slow for you? Alternatively, use our chat or send us an e-mail