"Why didn't that article get picked up in ChatGPT?"

And sharp honest answers to the most common questions PR people get about AI and how to influence its search results

It’s probably already happened. A client, a spokesperson, or a manager has asked you: “How do we make sure our company shows up in AI search answers?”

Here’s the truth: if anyone says they know the playbook, they don’t. Even Perplexity’s CEO isn’t convinced “AI SEO” will ever be real. As models get more complex, they rely less on “internet results” and more on reasoning and deep research.

So: take everything that follows with a grain of salt and a snapshot of what’s true in this moment. If OpenAI achieves AGI next month, consider this moot.

Muck Rack studied hundreds of thousands of AI citations across Claude, GPT, and Gemini to see where AI actually pulls from — which gives us a clue about how PR can shape visibility. You can nerd out on the full report, but if you just want talk tracks for your next strategy meeting, here’s what to say when clients ask the inevitable:

• Should we do more blogs and press releases so ChatGPT picks us up?
  “Totally understand the temptation! Cranking out more content sort of feels like feeding the machine. But the data says otherwise: 85% of citations in generative AI come from earned media, and a mere 5% are from press releases. Translation: stay focused on earned media, not issuing more press releases.” *See below for a footnote on this point.

• Ok. In that case, can you figure out which publications AI pulls from most often?
  “Not exactly. Different AI models prioritize different sources, and they keep shifting as they get smarter. While they all look for credibility first and foremost, whether they cite a top-tier outlet or a niche trade publication really depends on the nuances of the prompt and the subject matter. What’s consistent across the board is that they favor fresh, new content. So rather than chasing one win in one publication, the real lever is a steady stream of earned media that keeps you current everywhere.”