Earned media has always been one of the most trusted drivers of reputation. And today, the importance of earned media is accelerating as people increasingly turn to AI tools to seek information. Earned media is one of the sources most respected by AI tools and plays a significant role in the content of answers generated by tools like Google Gemini and ChatGPT.
Across industries, more people are realizing what communicators have long understood: third-party validation matters. But now, more than ever, technology is reinforcing that truth. AI tools rely on independent, authoritative sources to craft responses, placing earned media at the center of influence for the audiences that matter most to organizations.
AI is Changing How People Seek — and Receive — Information
The way people start their research is evolving. Many now go first to generative AI platforms for quick context, comparisons, and recommendations. And even in traditional search settings, AI-generated summaries often appear before any website links, setting the tone for what users learn next.
These summaries are not random. They pull from the sources AI deems credible.
As Richard Edelman writes in The Golden Age of Earned, this shift reflects a broader reality: “Trust is moving toward voices that feel objective, informed, and grounded in real expertise.” That means journalists, creators, and reputable institutions now play an even greater role in shaping how information is interpreted.
Simply put, if your brand isn’t part of the credible ecosystem AI relies on, you risk being left out of the answers your audiences see.
Why Earned Media Works So Well in an AI-Driven Landscape
Earned media has always stood apart from paid, owned, and promotional channels because it carries independent weight. Today, that credibility does more than influence human perception; it influences AI modeling.
A few reasons earned media performs so strongly:
It provides verifiable proof points. AI models prioritize sources that are vetted, edited, and backed by institutions with established trust. Quality coverage becomes a digital signal that you are a reliable expert or organization.
It reinforces consistent narrative themes. When your story is echoed across multiple credible outlets, AI recognizes and lifts those themes in its responses, creating better alignment with the messages you want to share.
It fuels long-term visibility. Earned media becomes part of the information landscape that AI tools continue to learn from. Coverage today strengthens your authority tomorrow.
This is why earned media is no longer just a communications function. It’s a strategic lever for AI visibility and digital relevance.
What Organizations Need to Do Now
At Mueller Communications, we’re helping clients understand how earned media and AI now intersect, and how to position themselves for both. While every organization has unique needs, the path forward generally starts with five key steps, as outlined in our recent blog “From SEO to AIO: How AI Is Rewriting the Rules of Digital Influence”:
Map the Questions that Drive Decisions
Audit the Answers
Analyze the Results
Create Your Roadmap to AI Visibility
Measure Progress and Iterate
Just as AI evolves, so should your approach. Tracking how your brand shows up in AI responses helps guide your ongoing communications and media strategy.
The organizations that adapt will shape the answers the world sees. Those that don’t risk disappearing from the decision-making process altogether.
The Moment Belongs to Earned Media
We are entering a new era where reputation is shaped simultaneously by human trust and algorithmic interpretation. And both are pointing to the same truth: independent, credible storytelling matters more than ever.
As Edelman puts it, today’s environment marks “a golden age for those who can authentically earn attention and trust.”
Earned media isn’t a supporting tactic.
It’s the foundation for how brands show up in an AI-powered world.
If your organization is ready to strengthen its presence in the media, in AI responses, and in public perception, our team at Mueller Communications is ready to help.
