Public relations, long overshadowed by digital advertising and social media, is surging back—this time with a critical new target: generative AI. As users increasingly rely on ChatGPT, Google’s AI Overviews, or Perplexity for instant answers, companies and public figures have discovered that what AI models say about them can make or break reputations. PR agencies are now racing to shape these machine-generated narratives, blending traditional media savvy with data-driven tactics.

The shift exploits how large language models source information. By saturating the digital environment with favorable, authoritative content—executive bylines, whitepapers, optimized press releases, high-quality editorial mentions—communicators can skew AI outputs. Agencies are also deploying real-time monitoring of AI responses, much like social listening, to flag inaccuracies or negative biases, then flood the web with corrective material. It’s a new layer of influence that goes beyond classic SEO: it requires structuring data in machine-readable formats like schema.org, curating knowledge graphs, and sometimes even negotiating with platform owners about training data.

French agencies such as Havas Paris and Hopscotch have launched dedicated “AI reputation” services. Early adopters span luxury, finance, and tech, where a single erroneous AI summary could erode trust or stock value. The article cites a survey showing that 42% of communication directors in France now prioritize AI answer optimization for 2025, up from just 8% two years ago. Global spending on AI-focused PR is projected to surpass €200 million by 2026.

This resurgence brings ethical tensions. Critics warn of “AI washing” and the disinformation risks when companies game supposedly neutral systems. Paradoxically, while AI strives for objectivity, PR is inherently persuasive. Transparency proposals—such as labeling AI summaries with source credits or creating audit trails—are gaining traction. For now, the message is clear: generative AI hasn’t sidelined PR; it has made it more technical, strategic, and arguably indispensable.

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