The question of trust, which I wrote about in a previous blog is becoming more important by the day.
Recent analysis from two companies, Unicepta and Muck Rack, which landed in our inbox shows the extent to which external sources and narratives are driving people’s views of companies.
Unicepta found that in over 90% of its analyses1, the way in which companies are represented in AI systems is largely driven by external sources and narratives.
Similarly, Muck Rack analysed more than 1 million links from AI responses2 and found that non-paid media accounts for about 94% of links cited; the majority of which come from journalistic sources. Earned media (non-paid journalistic coverage) forms about 25% of all citations.
So naturally I wanted to ask my new best friend, ChatGPT, what it thought about all this. I asked how many of its own citations are driven by journalistic sources, and it said: “journalistic sources typically account for somewhere between ~20% and ~47% of AI citations, depending on the study, query type and methodology.”
You could surmise that this is because journalist-generated copy is trusted. Journalists – and publications’ sub-editors – are a reliable third-party voice when it comes to facts. Facts have been checked, sources verified. The element of trust is there.
This is important for any brand because people are increasingly starting to switch their search activity from traditional search engines towards AI models3 – a trend which is set to gather speed exponentially if my own search use is anything to go by. Generative Engine Optimisation (GEO) is usurping SEO when it comes to search.
Clearly this shift will have implications for companies who want to raise their visibility. Credible media coverage will be more important than ever if you want your company to be considered or even discovered by audiences.
Quill PR has been helping clients raise their profile via earned coverage for over a quarter of a century now, and we understand how positive media coverage can help businesses meet their objectives. The importance of this type of exposure looks set to grow exponentially over the coming months.
Chat GPT then helpfully offered me a ready-made quote I could use in my blog. Thanks friend!
“Roughly a quarter of AI-generated citations now come from journalistic sources, rising to nearly half for time-sensitive queries such as markets and regulation. For UK financial services firms, that reinforces a familiar truth: authoritative, earned media coverage isn’t just shaping reputation — it’s increasingly shaping how AI systems interpret credibility and surface information to investors.”
Emma Murphy is a Director at Quill PR
1. source UNICEPTA: GEO – Generative Engine Optimization for AI Search Visibility
2. source What Is AI Reading? December 2025 [Final]
3. source 37% of consumers start searches with AI instead of Google: Study