Why Using Press Releases to Shape Your Brand in AI Search Matters More Than Ever
AI is retrieving content from online sources, and our experts show you how to strengthen your brand’s visibility
Key Points
Press releases are now more valuable than just for the media — they contribute to AI understanding of your brand.
The content you publish trains AI models, so it is important that your content is accurate, consistent, and published across as many publications and platforms as possible.
Regularly distributing news and other content helps AI systems stay up to date and boosts your brand’s online presence.
Artificial intelligence is reshaping how we consume and interact with information in today’s digital-first world.
When people want to find out information about a brand or service, they often rely on AI search engines or chatbots. Or, when they do a quick search on traditional search engines like Google, an AI-generated overview often shows up at the top of the results.
Whether you’re asking a chatbot a question, searching Google, or using a voice assistant, AI plays a big role in how people find and understand things — especially when it comes to brands.
That said, it’s important to regularly feed these AI learning models with content that accurately reflects your brand and delivers a clear, impactful message to your audience or consumers.
The more content you put out into the digital sphere, the more these large language models have to pull from. That includes systems like Microsoft Copilot (formerly Bing Chat), Amazon Alexa, ChatGPT, Gemini and Google Assistant, all of which continue evolving with generative AI capabilities.
How Press Releases Help Train AI Models
One important type of content these AI tools — including ChatGPT and Gemini — can pull from is press releases.
Yes, that’s right.
Press releases aren’t just good for making announcements about a product launch or other newsworthy info — they now have a relationship with AI systems, where they provide information those systems use in search results about your brand.
That makes it even more important to distribute press releases to help train AI. Our white paper addresses this subject and offers in-depth insights into AI-driven communications.
AI-powered search engines use your press releases to:
AI systems scrape the Internet to build its understanding of industries, brands, products, and people. When your press release is published online, AI could pick it up and keep it in its memory bank.
AI compares its answers to search engine results, such as Google, to confirm accuracy before responding to a user's question.
To make the most of AI-driven communication, keep your press releases consistent:
Regular updates help AI, chatbots, and retrievers stay informed with fresh data.
Unlike traditional search engines, AI retrievers prioritize broad syndication over ranking a few major outlets.
Unlike traditional search engines, these retrievers don’t rank or weigh sources the same way. So, getting your content syndicated across as many sources as possible works out way better than just targeting a few big-name outlets.
Jeremy Fields, vice president of corporate development at Newsmatics, offers some expert insight and answers some frequently asked questions. EIN Presswire is a division of Newsmatics, a news technology company and a leader in AI-powered news intelligence.
How often should brands distribute press releases to keep AI systems informed?
“Simply put, more content equals more visibility and more influence to both humans and AI. Every publication and platform is feeding one or more learning models. You can easily bolt on a brand boilerplate and one or two insights to what you have posted to social media and now you have a press release that can be syndicated on hundreds of publications, feed into dozens of databases and picked up by the majority of learning models and data retrievers with the click of a button.”
What happens when AI picks up outdated or inconsistent information about your brand?
“It can be easily overwritten and outvalued with new content. Learning models and AI bots want to provide the best results to their users. Keep feeding them the latest information from your brand, big or small, to maintain your messaging at the forefront of results.”
What are practical ways to get press releases in multiple sources to improve AI reach?
“Press release distribution platforms that cover a broad spectrum of distribution points with topical and geo relevancy publications are key. AI models treat large legacy publications the same as they do your local newspaper. What the AI models love is relevance. So an article about a new widget on a publication about widgets is going to carry more weight than the same article on a MSM portal. Be sure you also share your press release as a social media post everywhere you have a brand presence. Feed all the models!”
How a Small Record Label in NY Got Picked Up by AI Search Results
For example, we tested the AI platform Gemini using an independent record company based in New York.
We asked Gemini — Google’s largest AI tool and assistant — to “tell me more about CW-One Music Group.”
The first paragraph pulled information directly from a press release distributed through EIN Presswire.
“CW-One Music Group is a music label. Based on a recent press release, it established a partnership with Magnanimous Worldwide Innovation Group, LLC in December 2024 to create a southern imprint label called CW-One Music South,” according to Gemini search results.
“Dr. Alon ‘Doc’ Holliday was appointed as its president and CEO, with operations commencing in the first quarter of 2025.”
As tools like ChatGPT and Gemini keep showing up in the way people search, it’s a smart move to stay proactive about your brand’s presence. Press releases aren’t just announcements anymore — they’re part of the story AI tells about your brand.