#USA #New York #Earned Media #AI Communications #5W

The Impact of Earned Media on AI Citations: A New Marketing Era

In a groundbreaking report released by 5W, a preeminent AI communications agency, startling statistics shine light on the state of AI citations and their relationship with earned media. Titled AI and the Israeli Brand, this research study analyzed over 90 data points, providing a significant contribution to understanding how generative AI is redefining marketing strategies not only in Israel but across the globe. The findings are set to shift the marketing narrative as we know it.

Key Findings of the Study

According to the study, an impressive 85.5% of AI citations derive from earned media sources rather than brand-owned websites. This revelation underscores a paradigm shift in marketing economics, asserting that earned media has gained precedence as the primary input for AI citations. This means that brands are now relying on third-party publications and press releases more than their own websites to boost visibility and influence AI-driven decisions.

Additionally, the report issued by 5W indicates a five-fold increase in the likelihood of AI engines citing earned media compared to brand-owned platforms. This aligns with a growing trend where AI tools are now employed at the initial stages of product discovery. Research shows that currently, 35% of consumers utilize AI tools for product exploration, while traditional search engines account for just 13.6% of initial inquiries. Furthermore, B2B decision-makers are leveraging large language models (LLMs) at the onset of the buying process.

Interesting data also shows significant growth rates for AI-driven traffic to U.S. retailers, with a staggering increase of 4,700% year-over-year as of mid-2025. Notably, brands mentioned across four or more different third-party platforms are 2.8 times more likely to be cited in AI responses than those present only on a single platform.

The Israeli Market's Unique Position

Highlighting Israel's positioning in the digital advertising landscape, the market is expected to reach $1.58 billion by 2025, climbing to $1.91 billion by 2028. Presently, Google commands around 46% of the digital ad market in Israel, while Meta captures about 15%. It is crucial to note that Israel boasts an impressive array of over 300 SaaS companies, with several generating significant revenues ranging from $300 million to $1.1 billion. However, one concerning factor is the country's lack of a robust geographical strategy for digital marketing, placing it behind North American counterparts.

Ronn Torossian, founder and chairman of 5W, remarked, "The earned-media-to-AI-citation pipeline represents the most undervalued asset in marketing today. PR firms have been creating fodder for AI training for many years without receiving the recognition they deserve. The brands that execute effectively in 2026 will seize dominance in AI-recognized answers throughout the decade. In contrast, those who lag will find themselves answering tough questions regarding declining organic traffic."

Reassessing Public Relations in Marketing

This research reframes the crucial role of public relations. The same high-quality earned media coverage, executive thought leadership, and management of online reputation across platforms like LinkedIn and Wikipedia are now key ingredients that influence AI responses. Work once recognized solely for storytelling is morphing into a measurable performance tool.

5W has made the full study accessible at no cost on their research page to aid marketing professionals in adapting to this evolving landscape.

5W has positioned itself as a leader in AI communications, integrating public relations and digital marketing with proprietary research to enhance brand visibility. With a history spanning over two decades, the firm has received numerous accolades for its contributions to effective communications strategies across various sectors.

As AI continues to shape consumer and B2B behavior, the importance of earned media can't be understated. Brands must embrace this transition by refining their strategies to ensure they remain relevant and visible in an increasingly AI-driven environment.