In a world where 88% of companies already use AI [1], the search for trustworthy information has fundamentally changed. Generative AI systems are the new gatekeepers of knowledge. Yet in a time when trust in traditional institutions seems to be at a historic low, a crucial question arises: Who does the AI trust?
The answer is paradoxical: Although trust in media is declining, they are the most important source for the credibility of AI systems. A recent study by Muck Rack shows that almost half (49%) of all AI answers 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 close the trust gap.
Short answer: AI systems learn authority from established journalistic sources because they are considered reliable. Your brand must be present in these sources 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 weekly [4].
This tension forces AI developers to train their models on the most reliable data available. And despite all crises, journalistic content seems to be exactly that.
Journalistic content: 49% for current topics, 27% overall.
Corporate Blogs & Content: Especially for subjective questions (e.g., tutorials).
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 consider Earned Media to be 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 trade publication 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 classified as a trustworthy source by AI systems and cited in their responses. It's not about keywords, but about authority.
In contrast to classic SEO, which targets keywords and backlinks, GAIO focuses on three signals:
Recency: AI models prefer current information. 56% of ChatGPT's journalistic citations come from the last year [3].
Relevance: Niche authority in a specific field is more important than general popularity.
Reputation: Content that is cited by credible sources gains authority.
The consequence: A single, well-placed PR release in a relevant trade publication has a higher GAIO value than hundreds of social media posts.
One component should in any case be a systematic PR strategy aimed at being perceived as an expert in relevant trade media. It's about providing journalists with valuable insights 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 in your industry are. If you are not mentioned, you have a reputation gap.
Media Mapping: Identify the 10-15 most important trade media that are regarded as authorities by your target audience and by AI systems.
Develop a content strategy for PR: What internal data, what expertise, what controversial theses can you offer journalists?
Position experts: Build the people in your company as credible sources that journalists want to cite.
Is SEO dead now?
No, but its importance is shifting. SEO remains important for traditional search. GAIO is the complement for AI-powered search. 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 like Advertising Value Equivalency (AVE) are outdated. Instead, measure:
AI visibility: How often is your brand mentioned in AI answers (before/after)?
Share of Voice: How often are you mentioned in target media compared to competitors?
Quality of placements: A 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. First results can be visible 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 strategic PR.
Start with a concrete goal: A placement in a relevant trade publication within the next 90 days that substantiates 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 contact us directly. We are excited about your plans and projects.
Is a contact form too slow for you? Alternatively, use our chat or send us an email