Why PR and communications teams need to take LLM vision seriously – and what to do about it
The next time a potential journalist, investor or client wants to know about your organization, they are now increasingly likely not to Google you. They will ask the AI.
They’ll type a question into ChatGPT, Claude or Gemini, such as “Who are the leading renewable energy companies in Australia?” Or “What is the best healthcare PR agency in Singapore?” And artificial intelligence will give them an answer. The question is whether your organization appears in that answer.
The implications are important for communications professionals, whether they work on the agency side with clients or manage an in-house brand. The rules of reputation and discovery are being rewritten, and there is a new kind of rule of the game that we all need to adapt to. This is what will move us forward.
A transformation that no one saw coming, but perhaps should have
For decades, earned media has been the backbone of credibility. A strong piece in a respectable outlet indicates trust, authority, and importance. This has not particularly changed, but the way coverage is used has.
Large Language Models (LLMs) are trained on massive amounts of publicly available content – news articles, company websites, industry reports, social media, and expert commentary. When someone asks the AI a question, it combines all that material into one answer. If an organization has a strong, consistent, and well-resourced presence across those channels, it is more likely to show up. If not, he becomes invisible and drops out of the conversation entirely.
Gartner’s latest forecasts for chief communications officers Emphasizing the seriousness of this transformation. They predict that as MBAs increasingly replace traditional research, PR and earned media budgets will double by 2027. What they say is that this is a communications challenge, one that requires PR expertise to build trust, secure high-quality coverage, and maintain consistent messaging among stakeholders.
Their research also predicts that by 2029, 45% of senior executives will use narrative intelligence techniques to monitor reputations amid rising misinformation, an acknowledgment that the old, keyword-based approach to media monitoring simply cannot keep up with the way stories now shape, spread and multiply.
AI-generated content loop and why it matters
One of the less obvious risks in this new landscape is what happens when AI starts feeding on itself.
Catherine Arrow, Executive Director of the Public Relations Knowledge CenterI raised this point during a recent Isentia talk Inside Transformation AI Webinar. As she explained, “AI can identify and interpret some of the comments that are publicly available. The difficulty is that we have to be careful about what it actually reads. You can already see that in AI overviews where the system might flag the online discussion without digging deep enough into whether the original sources are real or reliable or created by AI. So we end up with AI nested within AI, nested within AI.”
This creates a real problem for anyone in communications. If the content landscape is increasingly filled with AI-generated material that is optimized to be found by algorithms rather than informing real people, the signals that MBAs rely on to build their answers become less trustworthy. It becomes difficult for these systems to find human judgment, original thinking, and real expertise, precisely because they are inundated with content that is designed to manipulate them.
“People can become immune to this kind of content because it doesn’t resemble the way we talk to each other, and it doesn’t reflect the way real relationships are built,” Catherine says simply. “And then, when conflict or anger builds to the top, it becomes more difficult to interpret the environment.”
For PR and communications teams, producing more content is not enough. the right Content should be produced, original, expert-led, and well placed in the channels and formats that LLMs are likely to feature.
What does this mean in practice
So what does it actually look like to build LLM vision into your communications strategy? It starts with the basics, but applies it with new intent:
- Expert comments are placed in trusted publications.
- Truly outstanding thought leadership, not a rehash of what others say.
- Consistent messaging across channels.
- Media coverage that is reliable enough for the AI system to treat it as a reliable source.
This is where the gap is Media monitoring and media intelligence It becomes awkward. Monitoring tells you what was said. Intelligence tells you how stories are shaped, what perspectives they shape, and where your organization falls within those narratives – including how AI systems represent you.
Dr. Nikki Sweeney, Founder and Director of AI Her Wayhe made this distinction sharply during Isentia Artificial intelligence as a new stakeholder Webinar. “What will set people apart, and what AI cannot emulate, is the human lens. Judgment, relationships, institutional knowledge, and strategic reading of the room. Organizations that tend to support their employees to harness these tools, rather than just deploying the tools, will do best.”
This is important framing. The solution to disrupting AI is to demonstrate what only humans can do and then ensure that the tools we use actually support that.
Maintaining credibility when the noise is deafening
There is a temptation, when faced with such a challenge, to throw more content at the problem – more posts, more articles, more issues. But Catherine Arrow points out the dangers of this approach.
“Maintaining authenticity and authenticity means being yourself and not allowing AI to stifle your identity. Doing this will become more difficult as digital twins, artificial voices and other tools make it easier for organizations to use them as a mask. The real challenge is not maintaining authenticity, it is about maintaining humanity, empathy, kindness and a genuine desire to connect with others outside of the AI-mediated space.”
This advice is as important for organizations as it is for individuals. Brands that let AI do their thinking, generating content that is engaging and interchangeable at scale, will find themselves blending into the noise rather than cutting through it. The brands that appear in LLM answers will be the ones that have a clear, consistent and well-proven point of view.
Dr. Nicky Sweeney has reinforced this from the operational side. “Ethical use is not concerned no Using artificial intelligence. It’s about using it with intention, honesty, and a clear sense of what good looks like on the other side.
She was also frank about the dangers of rushing in: “Don’t add shiny new AI projects on top of already overwhelmed teams. It creates resentment, not acceptance. Start by solving problems people already have.”
Cultural dimension
Another layer that is often overlooked is the cultural layer.
Catherine Arrow has raised important concerns about how various AI systems can distort or flatten cultural context. Many of the most widely used models are shaped by American language, business assumptions, and social norms. Chinese models operate within a different political and cultural framework. For organizations operating across the Asia Pacific region, this directly impacts how brand, messaging and market are understood and represented by AI.
“Different AI systems may distort cultural context by favoring dominant languages, simplifying complex meanings, mistranslating concepts, omitting local histories or reproducing the worldview of their developers and training environments. They may flatten culture by making everything seem the same.”
For communicators working across diverse markets, this means paying close attention to where content is located, who produced it, and whether the AI systems used by audiences can actually interpret it with the nuance it deserves.
The Isentia platform fits into its new suite of AI visioning tools
This is exactly the challenge Isentia’s Lumina Suite Built to process. Lumina is an intelligent suite of AI tools trained on the language, workflow, and realities of modern PR and communications, designed to empower, not replace, the human element in communications strategy.
Lumina AI display from Isentia The feature will allow organizations to track how their brand, competitors and key topics are described by senior LLMs, with auditable claims, citations and transparency regarding sources. It’s the difference between wondering if the AI gets your story right and being able to see for yourself. These are not the generic AI features installed in the monitoring tool. They are intelligence systems designed for the way communicators actually work.
Bottom line
The communications landscape has changed. AI is not just a tool a team may use, it is a stakeholder in its own right, actively shaping how an organization discovers, understands and evaluates.
For PR and communications professionals, the priorities are to ensure that experts, commentary and evidence are positioned broadly enough so that MBAs can find them and include them in their answers. Intelligence is essential and required for how narratives are shaped across both traditional media and AI platforms. And all of this must be done without losing the human credibility that makes communications worth caring about in the first place.
As Dr. Nicky Sweeney said: “The people who get the most out of AI are not the ones who use the most tools, but the people who understand their work deeply enough to know exactly where AI can add the most leverage.”
This is the opportunity. The question is whether we are ready to take it.
To explore how Isentia’s Lumina suite can help your team navigate AI vision, Contact us or Discover Lumina.
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