No Visibility in the AI Response Without Earned Media

Some forecasts are read and quickly forgotten. And there are forecasts that confirm the very foundations of your own industry. For me, Gartner’s latest forecast clearly falls into the second category: By 2027, PR and earned media budgets are expected to double, driven by the rise of large language models (LLMs) as a replacement for traditional search engines.

What sounds at first glance like a footnote from the world of analysts is, in reality, a significant development for our industry. And it confirms a conviction we at Kafka Kommunikation have held for years: Earned media is becoming the foundation for how companies are even found in an AI-driven world.

AI learns from real, verified content

Today, large language models (LLMs) answer millions of questions that used to require a search. But where do these models get their answers? They rely almost exclusively on editorial content and expert commentary that has been fact-checked and published by journalists. Ads and brochures play virtually no role. This is exactly what earned media is, and this is precisely the craft we’ve been passionately pursuing for 26 years.

For our clients in IT, security, cloud, and AI, this means: Anyone who wants to appear as a trustworthy source in AI system responses can no longer do without a solid earned media strategy. As Gartner describes it, PR is thus becoming a core competency for visibility in AI responses. Those who cannot demonstrate earned media articles and posts will not be featured in LLMs.

Why AI makes our work better

I’m often asked whether generative AI makes traditional PR work obsolete. After more than 30 years in this business, my answer is: No — and in an industry like ours, where explanations are essential and trust is critical, this is even more true.

AI has long been an integral part of our daily work, for example in in-depth research or when summarizing complex white papers. We’re also comfortable using it for the initial structuring of content plans, as it helps us overcome the “fear of the blank page.” However, AI only provides the skeleton. We’re still the ones who provide the decisive “touch,” drawing on our many years of experience and an instinct for what journalists need. Added to this are a feel for language and professional judgment that no prompt in the world can replace.

This is even more true when it comes to security-critical topics. Hallucinations are no trivial matter in IT security communications. They can damage trust in an entire company. That’s why we consistently view AI as a supportive tool — the final responsibility remains with humans. Every statement and every recommendation undergoes human fact-checking before it reaches our clients or is even sent to journalists.

Trust cannot be outsourced

Trust is the true raw material of PR, and trust is deeply human. AI can provide information, but it cannot build a relationship with an editorial team. Nor can it strategically assess a crisis or take responsibility for a communication decision. That is precisely why consultants will remain the central link between companies, the media, and — now — the AI systems that process this content, even in 2026 and beyond.

What this means for companies in the IT security, cloud, and AI sectors

For our clients in these highly complex fields — which require careful explanation — this presents a clear call to action. Those who invest in earned media now are laying the groundwork today for how their company will be visible in AI-generated responses tomorrow. Those who wait will cede the field to others — and with it, the authority to shape the interpretations in the responses that potential customers receive from AI.

At Kafka Kommunikation, we combine deep technical expertise with excellent media contacts in the DACH region. We know how to present complex topics—such as Zero Trust or agent-based AI systems — in a way that resonates with trade journalists and, in the future, with the language models that read their articles. This combination of domain knowledge and media experience — supplemented by the smart, controlled use of AI tools — is what our clients need today to remain visible and quotable in the new world of search.

Gartner’s figures confirm this. Earned media and excellent PR work have never been more relevant than they are today!