Learning to be seen in an AI-first world.
If 2025 had a word, it would be AI.
Over the past year, I’ve been watching and experimenting as artificial intelligence reshapes how experts, businesses and leaders are discovered. Visibility is no longer about who you know or even what you know. It’s about whether you show up when it counts and increasingly, that moment is being determined by algorithms.
Whether it’s a journalist searching for a reliable voice on the economy, a client checking your credentials on LinkedIn, or an investor running automated due diligence, AI is now part of the discovery process.
And if you’re not showing up in credible places you risk being invisible.
What I’m observing
One of the voices I’ve been following closely is Celia Harding, who is fast becoming one of the leading experts in how AI is changing visibility. Through her insights and research, she highlights how the shift from keyword-based search to contextual, AI-driven discovery means that authority and credibility now carry more weight than ever.
In simple terms, if you are not being quoted, referenced, or written about in trusted outlets, you are missing from the next generation of search results.
For the founders, CMOs, and finance leaders I work with, this reality is reshaping what it means to be seen. Your public profile isn’t just a nice-to-have anymore, it’s part of your business infrastructure.
Here’s what I’m noticing:
Algorithms now act as gatekeepers. AI tools don’t just crawl data, they decide what’s relevant differently to SEO. If your name isn’t attached to credible, third-party sources, you may not appear at all.
Journalists are split. From my catchups this year, there’s a clear divide between newsrooms experimenting with AI-assisted workflows and those maintaining strict firewalls. Some use it for research or transcription, while others have banned it entirely.
Media organisations are getting protective. The Australian Senate recently discussed how AI models use copyrighted material in training, with publishers and creators calling for stronger protections and fair payment for their intellectual property[1].
It’s a reminder that credible media still matters and that journalists and publishers are working to protect the ecosystem that gives experts a trusted platform.
What I’m advising clients
When I talk to clients about visibility, I now frame it as building credibility that both people and machines can recognise.
Here’s what that looks like:
Earned media over noise. Thoughtful, ongoing PR being quoted, interviewed, or profiled by respected outlets creates a digital footprint that AI systems can verify.
Consistency over volume. You don’t need to post daily, but your digital presence should show you are active in the conversation. A few credible touchpoints beat constant low-value posting.
Think like your audience and the algorithm. For humans, it’s storytelling and expertise. For AI, it’s structure and authority, clear topics, consistent descriptor, and citations that signal trustworthiness.
Guard your content. With media tightening IP protections, ensure your insights are shared appropriately and credited clearly. Visibility should never come at the expense of ownership.
Why PR is more valuable than ever
AI is forcing everyone, from media to business leaders, to rethink how authority is earned and recognised. According to recent analysis, AI search tools increasingly rely on trusted third-party coverage to determine which voices to highlight[2].
That means the fundamentals of PR credibility, relationships, and storytelling have never been more important. A single feature in a respected outlet now travels further than ever, informing not just readers but the datasets that shape future search results.
Earned media has become a form of digital proof. It is what tells both humans and machines, “this person is credible.”
Looking ahead
AI isn’t slowing down. Every month brings a new tool, a new update, or another layer of integration across search, social, and discovery. For communicators, the challenge is keeping up without losing sight of what really matters: trust.
As I continue experimenting with AI in my own work from drafting ideas to refining strategies, I keep coming back to this question:
When someone or something searches for your expertise, will they find you?
If not yet now is the time to start building that presence.
Not through noise, but through credibility.
Not through algorithms alone, but through authentic stories that stand up in any search human or otherwise.
[1] https://www.abc.net.au/news/2025-10-27/labor-rules-out-ai-training-copyright-exceptions/105935740
[2] https://searchengineland.com/why-pr-is-becoming-more-essential-for-ai-search-visibility-455497