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PR Newswire Report: 57% of Comms Professionals Use AI to Draft GEO-Friendly Press Releases
Nearly 60% of comms professionals now use AI to write press releases, according to a recent report from PR Newswire.
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Nearly 60% of comms professionals now use AI to write press releases, according to a recent report from PR Newswire.
In an information landscape flooded with AI-generated content, the authenticated and verifiable press release is becoming an even more valuable "source of truth" for both journalists and AI, prompting platforms to release tools that analyze a release's "AI Readiness."
PR Newswire's latest report found that 57% of comms pros now use AI to draft press releases, pivoting the industry's focus from pleasing journalists to feeding the algorithms that now control information discovery. The change reveals a new reality where the press release, long declared dead, is finding a new purpose as a foundational source of truth for AI engines.
The new gatekeepers: The trend isn't just about automating work; it's a strategic pivot from SEO to Generative Engine Optimization (GEO). As AI-driven search becomes the new front door to information, companies are retooling their official announcements to be easily digestible and verifiable by the algorithms that have become the new media gatekeepers.
A bastion of trust: The rise of AI-generated content is ironically making the authenticated, human-vetted press release more valuable. In an environment where it's harder to trust online content, the timestamped and verifiable nature of a press release becomes a key anchor of authenticity for both journalists and large language models.
Tools of the trade: PR Newswire is leaning into the trend, upgrading its own distribution platform, Amplify, with AI-powered tools to analyze a release's "AI Readiness." The goal is to help companies structure their news to be found and accurately cited by AI, with the report noting that nine out of ten companies already include multimedia to improve engagement.
The shift involves more than just using AI; as analysis shows that high-performing headlines are getting longer and regional strategies are diverging to better feed AI systems. And in a related move, PR Newswire has committed to an open-access policy for all legitimate AI explorers, reinforcing the press release’s role as a foundational source of truth in the AI era.
