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The Strategic Shift: Generative AI and Information Strategies

In recent years, the advent of generative AI has dramatically transformed the landscape of information strategy for brands and companies. A recent study conducted by Dentsu PR Consulting and Dentsu Digital delved into how media exposure correlates with mentions of brands in generative AI responses. As more consumers employ generative AI for information retrieval, understanding these connections has become pivotal for effective marketing.

Research Purpose and Overview

With the rising use of generative AI for information searches, companies are faced with a new challenge: how to ensure that their brands are recognized and recommended through these AI platforms. The research undertaken aimed to analyze the impact of media exposure on generative AI responses by exploring two main perspectives: the amount of product exposure in the media and the accumulation of information from companies and brands over time.

Key Findings from the Research

1. Strong Positive Correlation Between Media Exposure and AI Mentions

The study examined 39 products across four main categories—energy providers, credit cards, wireless earphones, and communication tools—and revealed a robust positive correlation (correlation coefficient of 0.80) between media exposure and mentions in generative AI responses. This implies that the more frequently a product is covered in the media, the more likely it is to be mentioned by AI.

2. Accumulation of Official Information Contributes to AI Mentions

The analysis assessed four major retail companies (Company A to D) across 31 product categories to discover which companies received the first mentions in generative AI responses. The findings indicated that, in 30 of the 31 categories (excluding apparel), Company B dominated with a median of 72.8% of first mentions. Interestingly, in the apparel category, Company A outperformed Company B with 60.2% of mentions.

Factors Leading to Company A's First Mentions in Apparel

When examining the success of Company A in gaining first mentions, four critical factors were identified:
1. Diverse Media Coverage: Company A witnessed a 1.8-fold increase in media coverage of its apparel from 2022 to 2025, with more varied headlines contributing to higher first mention rates.

2. Long-term Referencing of Past Releases: Even over a year later, AI platforms referenced Company A's product releases consistently, demonstrating the efficacy of maintaining a digital footprint.

3. High Reference Rates of Official Sites: Company A's official website had the highest reference rate (54.8%) amongst the top four companies, emphasizing the importance of having reliable online content.

4. Consistent Messaging: A staggering 72.4% of AI responses related to apparel included both the company name and brand name, showcasing the significance of branding consistency.

Implications of Findings for Businesses in the Generative AI Era

The results highlight that in designing communications for the generative AI age, it’s not just about increasing the volume of information exposure. Companies must focus on creating a consistent narrative that ties specific categories and brands together in the minds of consumers. To navigate this landscape effectively, the following strategies are recommended:

• - Create Targeted Media Exposure Opportunities: Intentional media campaigns around priority categories can lead to improved AI recognition.
• - Maintain Brand Name Consistency: Use both the company and brand names consistently in press releases and media articles to strengthen brand recognition in AI.
• - Focus on Continuous Updates: Ensure that official websites and news releases are continuously updated while creating media exposure opportunities to avoid disconnects between digital presence and media portrayal.

Launch of the GEO Analysis and Support Package

Recognizing the need for a dual perspective—understanding how AI perceives companies and how those companies are discussed in broader societal contexts—Dentsu PR Consulting and Dentsu Digital have launched a comprehensive GEO analysis and support package. This package aims to offer brands insights into visibility and recognition in both media and AI responses, facilitating effective communication across earned, paid, and owned media channels.

As companies navigate the evolving landscape shaped by generative AI and media reporting, these insights serve as a vital compass to guide marketing and PR strategies in the future.