As Generative AI and large language models (LLMs) become more deeply integrated into how people search for and consume information, AI platforms have been aggressively pursuing deals with media organizations to gain access to their content. While some publishers are leaning into these GenAI partnerships, others are pushing back with restrictions — or even legal action. For B2B PR professionals, these shifting dynamics could have significant implications, influencing brand visibility in AI-generated search results.
This convergence of Generative AI and search is more than a technological shift – it’s a strategic turning point for B2B marketers. As AI content access is being actively negotiated, understanding how media companies are responding – and what those responses mean for your earned media strategy – is critical for forward-thinking strategic communications professionals. Read on for a look into the state of the media landscape and how Walker Sands is empowering clients to navigate the ongoing changes.
The Evolving State of the GenAI + Media Relationship
From news of legal battles to content licensing deals, the current state of agreements between AI platforms and media companies varies. But based on public announcements from publishers, one thing is clear: There’s no one-size-fits-all strategy.
Agreement + restriction types we’re tracking
Here are some of the most common types of arrangements emerging between AI companies and publishers:
- Licensing Agreements — A media company grants LLMs legal access to its content, often for AI training purposes.
- Content-Sharing Partnerships — A media company allows LLMS to use its content, typically for improved AI-generated responses, with or without financial compensation.
- Revenue-Sharing Partnerships — Media companies receive compensation based on how often or in what ways their content appears in AI-generated responses.
- Legal Actions & Restrictions — A media company takes legal action against or restricts AI firms from unauthorized content use.
- Policy Restrictions — A media company implements technical or policy-level measures blocking AI crawlers from accessing or using their content.
Media companies are deciding where they stand
Amid the diversity of approaches, licensing agreements appear to be the most common option. Content-sharing and revenue-sharing partnerships are also on the rise, signaling that some publishers see AI as an opportunity to generate new revenue streams.
Conversely, several publishers have initiated legal action against AI firms or decided to restrict or even block access to their content.
Still others have adopted hybrid approaches, with arrangement types that both allow and restrict access. They may have started with open access but later moved to restrict it due to concerns over factors like compensation, competition or unauthorized use of content.
This selective approach reflects the evolving perspective within the media industry as the implications of AI come into sharper focus.
AI companies are working to secure media partnerships
OpenAI currently leads in the number of publicized media agreements, indicating its strong push to collaborate with these outlets.
Perplexity AI is also growing its portfolio through its “Publishers’ Program”, although the company has faced legal challenges.
Google, meanwhile, has fewer recent publicized partnerships, suggesting it may be relying more on internal data sources or historical agreements.
The Impact on B2B PR and Media Strategies
As search behaviors migrate toward Generative AI platforms, PR strategies must evolve accordingly. From which outlets you target to how you measure visibility, understanding AI’s influence on media strategies is critical.
What happens when media outlets block or restrict LLMs?
A core principle in marketing and communications is to meet your target audience where they are — and AI platforms are quickly becoming a routine part of how people search for and find information. ChatGPT alone sees 3.8 billion monthly visits, a number that continues to grow.
When a media outlet blocks or restricts AI engines from accessing their content, it becomes far less likely that its content will be included or cited in AI-generated responses. This can impact your brand’s visibility across these channels and potentially deprioritize those sources in AI-generated rankings.
If your goal is to ensure consistent brand visibility and positioning in Generative AI responses, then targeting media outlets that restrict AI access may not deliver long-term results.
Earned media AI visibility across the buyer journey
Earned media is dominating citations across AI platforms and throughout the buyer journey. Almost 90% of citations in Awareness-stage queries and 65% in Decision-stage queries come from earned media sources.
Traditionally, earned media has had limited influence in later-stage funnel activity. But now, Generative AI is changing that by surfacing earned content more frequently at all stages.
Building a PR strategy with GenAI in mind strengthens your ability to influence prospects throughout the decision-making process.
Redefining “top-tier” outlets in PR strategies
As some traditional “top-tier” outlets restrict or block LLMs, their content is becoming less visible — and consequently, less impactful — in generative responses and search results. This shift is forcing PR professionals to rethink and redefine what “top-tier” means.
In today’s landscape, securing coverage in outlets with a higher AI Domain Impact Index may deliver greater value by enhancing your brand’s visibility in both traditional media and AI-powered search experiences, ensuring your message reaches more people.
How the AI Domain Impact Index Supports Your B2B PR Strategy
Earlier this year, to help clients navigate this rapidly evolving media landscape, Walker Sands introduced the AI Domain Impact Index (trademark pending) — a proprietary score that rates any web domain on a scale from 0 to 100. The AI Domain Impact Index seeks to answer a crucial question: How likely is your earned media content to influence a GenAI prompt response?
Using an assessment of five weighted components, the Impact Score indicates the relative likelihood that content on a given domain will contribute to a brand’s inclusion in Generative AI responses across ChatGPT, Perplexity and other platforms.
A key factor the Impact Score assesses is whether LLMs and search engine bots are explicitly permitted — or restricted — from accessing and using a website’s content.
More than a score, it offers strategic insight. The Impact Index helps our clients and teams make smarter, data-informed media planning decisions, ensuring their PR efforts stay ahead of the curve as AI continues to shape how information is discovered and shared.
As AI’s influence in B2B marketing grows, aligning your PR strategy with this shift is no longer optional. Brands that ignore the impact of Generative AI risk falling out of the conversation.
Want to learn more about how the Walker Sands team can support your B2B PR and marketing strategy? Reach out to our team today!
