Earned media is shaping the AI winners - here’s what we know

The quest to understand what drives success in AI search is one that’s been largely theoretical… Until now. 

Thanks to some serious number-crunching in our industry, the evidence is starting to stack up – and it (largely) points to one important truth: in the battle for AI-search supremacy, earned media is quietly carrying the mantle.

MuckRack’s new report – What is AI Reading? – is just one that’s pulled back the curtain on the types of content AI models are citing – and therefore, what’s actually surfacing when users turn to AI search. 

The findings – based on analysis of over one million links from AI-generated responses – are eye-opening for any company looking to remain competitive in this new era of discoverability.

So, what do you need to know? 

1. More than 95% of links cited by AI are non-paid coverage. Of those, 27% are journalistic content.

What this tells us: Journalism isn’t just surviving in the AI era, it’s shaping it. AI models are leaning on reporting from trusted outlets to construct their answers. This makes the fundamentals of PR – knowing how to construct, pitch and land a compelling story – essential. If you want your organisation in AI search results, you can’t skip the newsroom.

2. Over 89% of links cited by AI are earned media. Paid/advertorial content registers, but barely. 

What this tells us: You can’t buy your way to the top of AI search. Paid has a place, sure, but as it stands, it won’t improve your discoverability on AI systems like ChatGPT, Gemini and Claude. The message here is pretty clear – authentic, credible, third-party coverage (those written independently about a brand, not by it) is fundamental.

3. In OpenAI models, fresh content is prioritised – especially opinion-driven or event-based queries.

What this tells us: AI craves fresh content. Models like ChatGPT are more likely to surface recent commentary, new takes on breaking news, or timely analysis. This makes momentum and consistency – a steady drumbeat of relevant stories and insights – very important.

4. High-domain authority outlets like Reuters, Axios, and the FT show up often, but not consistently. Sources vary by industry, with only 15% of outlets appearing in the top 10 across multiple industries.

What this tells us: While the big media hitters carry weight, specialised trade publications and niche outlets in your sector have a big impact. So yes, aim for nationals, but don’t discount the value of the vertical media where your audience – and AI – are paying attention. AI is rewarding niche-specific content – do not ignore this.

Industry snapshots

In its study, MuckRack also took a closer look at industry specifics and the findings show these nuances at play. Here’s a snapshot: 

• Energy: Owned media is cited less than in other industries (30% versus 43% overall).
• Finance/insurance: Journalism carries even more weight here (37% versus 28% overall).
• Healthcare: Government and NGO content is cited more than in other industries (18% versus  8% overall).
• Technology: Journalistic content is disproportionately important.

Every industry has its quirks, but across the board, earned media appears to be doing the heavy lifting.

Visibility leads to success 

MuckRack’s study isn’t the only one to bang this drum. OneLittleWeb’s research on chatbot adoption shows a strong correlation between media mentions and traffic spikes to specific chatbots. 

Its study revealed that between August 2024 and July 2025, the top chatbots racked up a whopping 7.7 million press mentions, an 11% year-over-year increase, and those media surges often aligned with traffic spikes to the platforms.

Plus, it’s worth knowing that ChatGPT continues to lead the market, owning nearly half of all AI chatbot traffic, and maintaining the lion’s share of press mentions worldwide. 

You can’t buy your way into AI search

So far, the data tends to point in one clear direction – if you want to be competitive in AI search or the chatbot economy, you can’t buy your way in. Earned media and a consistent drumbeat of media coverage will help to determine whether your brand gets surfaced, or sidelined.