What is AI Reading? Why Earned Media Matters More Than Ever

Brought to you by JPR Group Public Relations and Marketing Communications

As more people turn to generative AI for information, solutions, and answers, traditional earned media coverage has never been more critical.

A groundbreaking study by Muck Rack, “What is AI Reading?” analyzed millions of AI references from hundreds of thousands of prompts. The findings were clear:

  • More than 95% of links cited in AI responses came from non-paid sources
  • Of those, 85% came directly from earned media

The study answered a key question: Does media coverage materially affect what AI says? The answer is an unequivocal yes.

So, what is AI really reading?

Large Language Models (LLMs), which power AI search, rely overwhelmingly on earned media content. That means PR is more important than ever in shaping what people — and AI — learn about your brand.

The POSE model helps explain the role of PR:

  • Paid media – advertisements and sponsored opportunities
  • Owned media – your website, blogs, newsletters, and other channels you control
  • Social media – shared content across LinkedIn, Facebook, Instagram, X
  • Earned media – coverage and mentions from journalists, influencers, and customers

Of these, earned media is the most valuable. Unlike paid placements, earned media is unpaid publicity created because your brand, product or story adds value. It builds trust, credibility, and influence; and now, it’s also what AI is most likely to “read” and surface.

Proof Is in the Content

Want to see the difference? Try a search on Google versus an LLM like ChatGPT. Google returns pages of results, many sponsored. AI, on the other hand, delivers synthesized answers and visibility on LLMs cannot be bought.

At JPR Group Public Relations, we’ve always delivered what we like to call “your father’s definition” of public relations: securing positive earned coverage through exclusive stories, interviews, thought leadership columns, op-eds, and industry participation.

This new research validates what we’ve long known: earned media is not just valuable, it’s essential — and it’s what AI thrives on.