Muck Rack has released new findings from its "What Is AI Reading?" report, revealing that earned media continues to be the dominant force shaping the information cited by leading generative AI models. The analysis of over one million links cited by AI shows a significant disconnect, however, as the journalists PR teams most frequently pitch have only a 2% overlap, on average, with those most cited by AI engines for their brands.
Quick Intel
Muck Rack's report finds 82% of AI citations come from earned media.
Journalism accounts for 20-30% of all citations across AI models.
There is only a 2% overlap between journalists PR teams pitch and those AI cites.
Press release citations have grown 5x since July, driven by ChatGPT & Gemini.
Cited press releases contain more statistics, bullet points, and objective language.
Half of all citations come from content published within the last 11 months.
The report confirms that generative AI models primarily rely on non-paid sources for information, with earned media alone accounting for 82% of all citations. This underscores the enduring influence of public relations efforts, press coverage, and journalism in training AI's understanding of brands and topics. The data suggests that securing quality media placements remains one of the most effective strategies for ensuring accurate and prominent brand representation in AI-generated answers.
Despite the clear importance of earned media, the report reveals a striking strategic misalignment within the PR industry. Analysis shows that the journalists communications teams target most actively have minimal overlap with the journalists whose work is most frequently cited by AI models for their brand—averaging just 2%. This indicates that traditional media targeting strategies have not yet adapted to the new realities of AI-driven search and discovery, creating a significant opportunity for those who pivot their outreach.
The study tracks how citation patterns have shifted since July 2025. Key trends include a 5x increase in press release citations, particularly within ChatGPT and Gemini outputs, with cited releases showing distinct structural traits like more statistics and bullet points. AI models have also decreased reliance on Wikipedia and large consulting firms. Furthermore, recency is a major factor, with half of all citations coming from content published within the last 11 months and about 4% from the prior week, highlighting the need for ongoing, fresh content.
The report provides clear directives for communications teams aiming to close the "citation gap." It emphasizes the need to identify and build relationships with the specific journalists and outlets that influence AI models for their category, a capability enabled by tools like Muck Rack's Generative Pulse. Additionally, optimizing owned content—like press releases with data-rich, objective language—for AI consumption can improve fact-based citation rates. Understanding that different content types influence different query types (owned for direct facts, earned for discovery) allows for a more nuanced strategy.
Muck Rack's latest findings provide a data-backed roadmap for the PR industry's adaptation to generative AI. By recognizing the dominant role of earned media while correcting the misalignment in pitching strategy, communications professionals can proactively shape their brand's AI presence, transforming a disruptive technological shift into a measurable competitive advantage.
About Generative Pulse
Generative Pulse is a tool that helps PR and communications teams monitor and define how their brands appear in AI-generated search results. Built around the concept of Generative Engine Optimization (GEO), it reveals which journalists, outlets, and sources influence large language models like ChatGPT—so teams can shape brand visibility in the age of AI. Integrated into Muck Rack’s PR platform and backed by a $180M Series A financing, Generative Pulse gives comms professionals the insights and tools to lead in an AI-native search landscape. Learn more at generativepulse.ai
About Muck Rack
Muck Rack is the leading provider of award-winning PR software powered by intuitive technology and the most accurate, comprehensive data provided by journalists themselves. The platform combines global monitoring and reporting with its world class media data for seamless team collaboration, pitching and measurement. Purpose-built for communications and public relations, Muck Rack helps nearly 6,000 companies worldwide analyze and report on the impact of their media relations. Thousands of journalists use Muck Rack’s free tools to showcase their portfolios, analyze news about any topic and measure the impact of their stories.
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