Joe Hamman, Director at Novus Group
As AI transforms search, visibility now hinges on credibility and not just keywords. Traditional search once prioritised keywords, backlinks, and intent. But today’s AI tools, which include the likes of ChatGPT, Google Gemini, and Perplexity, are changing discovery by generating answers directly from a select group of trusted, high-authority sources. In this new environment, earned media coverage has become one of the most critical drivers of digital visibility.
The rise of trusted sources in AI answers
Google’s AI-powered features, like AI Overviews, are increasingly surfacing content from trusted, high-authority sources that are often aligned with the principles of its E-E-A-T framework (Experience, Expertise, Authoritativeness, and Trustworthiness). While these guidelines are used by human quality raters rather than applied directly to AI outputs, they still influence which types of sources are favoured. Recent analysis suggests that up to 90% of citations in AI-generated responses come from earned media, such as news articles and expert commentary, rather than paid or brand-owned assets. In fact, Google’s AI Overviews have been found to cite major news outlets in nearly 80% of answer sets, favouring established editorial brands over smaller or less authoritative platforms.
Gen Z is already changing the rules
At the same time, younger users are rapidly abandoning traditional search engines altogether. A 2024 survey show that 53% of Gen Z now prefers platforms like TikTok, Reddit, or ChatGPT over Google when looking for answers. Another found that 93% of Gen Z workers already use at least two AI tools weekly to gather insights or make decisions.
This shift means your brand’s visibility no longer hinges on keyword rankings but on trust. Being mentioned by a credible source could determine whether your brand surfaces in an AI-generated result or remains invisible. In short, PR now plays a direct role in shaping how and whether your brand is found.
Why media monitoring is your new search strategy
That is where media monitoring becomes essential. In today’s AI-shaped landscape, media monitoring is no longer just a reporting tool. It has become a daily intelligence system. Brands need to know exactly how often they are being mentioned, where those mentions are occurring, and whether those sources are trusted enough to be picked up by AI models.
At Novus Group, we help brands decode that visibility. Our media intelligence platform combines daily alerts, sentiment and reach analysis, competitor benchmarking, and custom dashboards that track how your brand is appearing across the channels that matter most. This goes beyond measuring exposure and focuses on understanding which mentions help you win trust in the AI economy, and which do not.
Tracking competitors is equally vital. AI does not just decide what your audience sees. It chooses who your brand is shown next to. By monitoring competitor media presence, campaign performance, and sentiment, you gain a strategic edge. You can spot where they are winning share of voice, which outlets are citing them, and how to reposition your own messaging to compete more effectively in the answer-driven search environment.
From reactive tracking to proactive brand building
Armed with the right insights, brands can also proactively pitch to trusted sources that shape AI-generated search results. In this new model, media monitoring becomes a planning tool and not just a reactionary one.
In the past, media mentions influenced perception. Today, they influence placement in everything from AI-generated overviews to voice assistant responses. That is why smart brands are shifting strategy. Instead of chasing clicks, they are chasing credibility.
As AI continues to rewrite the rules of search and discovery, Novus Group remains the partner that helps brands monitor, compete, and thrive. With the right media monitoring tools, you can stay in control of the media cycle, amplify the mentions that matter, and ensure your brand’s voice is heard in the age of intelligent answers.