How Gen AI is Giving Comms Teams a Strategic Seat in the C-Suite

Generative AI is rewriting the rules for communications, forcing a re-evaluation of the function’s strategic value. Nearly 90% of links cited by AI tools come from third-party reported content, making earned media the primary driver of credibility in an era of AI-centric search. That finding has C-suite leaders turning to their comms teams for guidance and, in the process, elevating the strategic influence of those teams.

At the center of the transformation is Amanda Coffee, a communications leader with more than 15 years of experience. She's the founder of Coffee Communications, which focuses on AI-first startups. Coffee believes the path forward requires a new understanding of what truly holds value.

"The new currency in the age of AI is trust. Trade press and local reporting show that you’ve done the legwork, and that builds credibility with audiences and the media alike.” She explains that when a national broadcast opportunity crosses her desk, sending those clips demonstrates that the story has been vetted by trusted sources. "They really like that."

• The 'fix it' mandate: According to Coffee, the new algorithmic reality is shifting responsibility for a vital business function to comms teams. “Chief communication officers are telling me their CMOs are coming to their desks with a mandate to fix the brand's presence on generative AI." A primary driver for this, she says, is a competitor owning the answer to a key AI query like 'What's the best luxury travel credit card?'

• Back to basics: In an environment where AI can amplify both fact and fiction, some of the industry's most traditional tools have become an important line of defense. Coffee says the humble press release, once seen as outdated, has found a new lease on life. "I had a client with misinformation and incorrect product images online, and just doing a basic rich media press release helped clarify that the facts were incorrect."

The risk of an AI-fueled crisis has also expanded, prompting many brands to consider proactive reputation management in a way they hadn't before. "Because of AI, reputational crises are hitting more industries. It’s not just pharma companies anymore. Even a steadfast brand like Campbell's Soup is now vulnerable," Coffee says. This reality is compelling companies to proactively stockpile a reservoir of trust before a crisis hits. "Companies are building reputation capital by creating content, making sure there’s no misinformation, and having those relationships in place.”

• Outreach overhaul: As a more data-driven approach to media relations takes hold, many leaders are reframing their messaging to be AI-optimized, making sure their company's story can be easily read, categorized, and cited by machines. They're also reevaluating media lists. "Media intelligence shows that outlets like Investopedia and local press actually move the needle more in AI search than some legacy brands that aren't as digitally native."

• Pitching to win: Leaders are also looking beyond their own messaging to align their outreach with the media's evolving financial realities. As many media giants pivot to new revenue streams like events and awards, savvy communicators can create opportunities that go far beyond a simple story pitch. "Pitching an award or speaking opportunity can open the door to major coverage," Coffee shares. "For example, Time Magazine mentioned on a panel that one of their cover stories for an AI company originated from an award submission."

This shift, coupled with advanced analytics that demonstrate PR's measurable impact, is giving comms leaders a new level of influence at the executive level. "This is the first time in my career that I've seen communications teams get this level of budget and resources," Coffee says. The emerging playbook is fundamentally proactive, supported by the confidence that comes from a data-driven approach. “It's incredibly empowering to confidently make the strategic case that, for a specific goal, an outlet like The Points Guy is a better target than a legacy publication like The Wall Street Journal. That's a conversation you can have now with data to back it up.”