Why Editorial Coverage Fuels AI Visibility

Generative AI platforms lean heavily on external sources to answer user queries. Research from Muck Rack (2025) shows that in some cases, as much as 96% of citations in AI-generated responses come from editorial content, not brand websites, not ads, and not press releases. For brands, this makes earned media more important than ever. 

The credibility factor 

AI systems are designed to prioritise content they interpret as trustworthy. Established journalism outlets, respected trade publications, and expert-led blogs tend to carry more weight than self-published material. A mention in The New York Times, TechCrunch, or a top industry site signals credibility to both human readers and AI models. 

From search rankings to citations 

Traditional SEO focused on climbing search engine results. In the AI era, the focus shifts to being referenced and cited. A single high-quality article naming your brand as a category leader or innovator can be enough to secure visibility in generative AI responses. Conversely, dozens of low-quality backlinks are unlikely to make any impact. 

Why this matters for perception 

When consumers receive answers from ChatGPT or Google Gemini, they often don’t see the underlying sources. Yet the narrative still reflects the authority and sentiment of those sources. Positive coverage in reputable media builds what some analysts call “reputation currency” — the digital trust equity that fuels both consumer confidence and AI visibility (QueryRank, 2025). 

Action points for brands 

• Prioritise quality over quantity in PR outreach. 

• Develop data-driven stories or expert commentary that journalists want to cover. 

• Monitor coverage accuracy and correct errors quickly. 

The bottom line 

Editorial coverage is no longer just a way to reach readers. It is also the foundation of how generative AI systems talk about your brand. The stronger your earned media footprint, the more likely AI will represent you accurately and positively in its 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.