AI as the new brand narrator

When consumers ask questions through generative AI tools, they often receive a single, synthesised answer. In practice, this makes platforms like ChatGPT, Google Gemini, and Bing Chat the new narrators of brand stories. The way they describe your products or services depends on the sources they can access, not necessarily on what you publish yourself. 

How AI becomes the storyteller 

Generative AI systems are trained on vast amounts of online content and, in some cases, pull from the live web. When asked about the “best insurance providers” or “most reliable kitchen appliances,” they assemble responses by blending details from trusted external sites. Industry analysis shows that up to 96% of citations in AI-generated answers come from editorial or third-party content, not from brand-owned websites (Muck Rack, 2025). 

This means the voice of your brand online is no longer just your own. AI is mediating the narrative, presenting what it finds in reviews, news articles, blogs, and rankings. If outdated details, negative coverage, or incomplete information dominate those sources, they risk being repeated and amplified by AI systems. 

Why this matters for perception 

Consumers are more likely to trust answers from AI assistants when they sound authoritative and consistent. If the information surfaced is inaccurate or skewed, it can misrepresent your brand in ways that are difficult to correct. For example, a discontinued product or an old pricing model might still appear in AI outputs if no updated third-party coverage exists to replace it (Columbia Journalism Review, 2024). 

How to influence the narrative 

• Prioritise earned media. Mentions in reputable editorial outlets carry disproportionate weight in AI answers. A single credible feature can outweigh dozens of self-published posts. 

• Maintain consistent messaging. Ensure key facts and differentiators appear across multiple sources. Repetition across trusted channels helps AI systems associate your brand with accurate attributes. 

• Correct the record quickly. If errors appear in influential publications, address them. AI systems will repeat what they find, so reducing the spread of inaccuracies is essential. 

The takeaway 

Generative AI is no longer just a discovery tool, it's a narrator. Brands that fail to manage their presence in trusted external sources risk having their stories told for them, often inaccurately. Those that invest in shaping third-party coverage will find their messages echoed back to consumers in AI-driven recommendations and answers. 

📄 This blog is adapted from our latest research on off-site content in the age of generative AI. To receive the full whitepaper, get in touch with the Planit team.