Feed the Machine: How AI Is Changing Visibility and PR
They say it’s not what you know, it’s who you know. But here’s the truth: just because someone knows you doesn’t mean they’ll remember you when it matters.
A few months ago, my friend Donnie was looking for a local female podcaster to round out a panel at his Badass Business Summit. He racked his brain, scrolled through his LinkedIn connections, and came up empty.
So he turned to Perplexity AI—an emerging AI-powered search engine. And guess who it recommended?
👉 Me.
Which is funny, because Donnie and I have known each other for years.
But that’s the world we live in now. Our attention spans are fractured. We’re juggling endless inputs, notifications, and feeds. Relying on someone’s memory to recall every facet of your professional life? That’s not a strategy—it’s a gamble.
And here’s the kicker: people aren’t just searching Google anymore. They’re asking AI.
AI Isn’t Just an Assistant — It’s a Curator
Tools like ChatGPT, Perplexity, and Claude are reshaping how people discover experts, vendors, and service providers.
When your potential client asks, “Who are the top PR firms in Fort Worth?” or “Who hosts podcasts about entrepreneurship?” these tools aren’t scanning paid ads or your last social post.
They’re scanning:
News articles and media mentions
Your website copy and blog posts
Consistency across your public profiles
Your digital footprint as a whole
In other words: earned visibility is feeding the machine.
How to Feed It Well
If you want to be discoverable when someone—or their AI assistant—goes looking, here’s where to focus:
1️⃣ Invest in Earned Media.
AI prioritizes credibility. Mentions in reputable publications, podcasts, and websites help solidify your authority and visibility.
2️⃣ Keep Your Story Consistent.
Your website, LinkedIn bio, and social profiles should all tell the same story. AI tools notice inconsistencies and often treat them as “truth conflicts.”
3️⃣ Create Content That’s Unmistakably Yours.
Don’t let AI generate your voice. Publish ideas that reflect your experience, values, and perspective. Humans (and algorithms) both recognize originality.
Why It Matters More Than Ever
When Donnie searched LinkedIn, the algorithm didn’t surface that I’ve been a podcast host for years. But because my team and I consistently create and distribute content across channels, Perplexity found me.
That’s not a fluke—that’s the future.
The intersection of PR and AI means visibility is no longer about “getting coverage.” It’s about building a credible digital footprint that machines (and humans) can trust.
Because whether your next opportunity comes from a person or a prompt, you want your name—and your story—to show up.
If you’d like to make sure your brand is discoverable for the right reasons, at the right time, let’s talk about how strategic PR can help.
About The Author
Lauren Kwedar Cockerell is founder and president of Kwedar & Co. She is also the firm’s lead PR and marketing strategist, host of our podcast The Impatient Entrepreneur, and is a frequent podcast guest.
Over the past 20+ years, she has worked with 100s of leaders and organizations to create PR and marketing strategies and tactics that support visions and reach goals.
To connect with Lauren, please send an email above, or book a consultation.