TLDR: A new study by Muck Rack, titled ‘What is AI Reading?’, demonstrates that generative AI models overwhelmingly cite non-paid sources, particularly earned media and journalism, significantly influencing their output and highlighting the critical role of public relations in the age of AI.
Miami, July 23, 2025 – A groundbreaking study by Muck Rack, a leading provider of PR software, has unveiled the profound reliance of generative artificial intelligence on earned media and journalistic content. The research, titled ‘What is AI Reading?’, meticulously analyzed millions of AI-cited links from hundreds of thousands of prompts to understand how AI prioritizes its sources and the implications for communicators.
The study’s findings are unequivocal: media coverage materially affects what AI says. More than 95% of all cited links in AI responses originate from non-paid sources. Of these, a significant 85% are identified as earned media, with 27% specifically coming from journalistic sources. Furthermore, the research revealed that half of all AI responses included at least one earned media citation, underscoring its foundational role in AI-generated content.
Greg Galant, cofounder and CEO of Muck Rack, emphasized the study’s significance for the public relations and communications industry. “This study is an eye-opener for PR and communications teams aiming to understand how media mentions influence AI-generated content,” Galant stated. “Until now, we’ve had theories and early signals—but now we’ve got solid evidence that earned media directly influences AI-generated output. This changes the stakes for PR. The way businesses are represented by AI now ties directly to the media coverage they earn.”
The methodology involved controlled prompt testing, which demonstrated that when citations are enabled, Large Language Model (LLM) outputs, such as those from OpenAI’s ChatGPT and Google Gemini, meaningfully change. This proves that cited content is not merely decorative but actively grounds AI outputs in real-time, dynamic inputs.
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The implications of this study are critical for communicators looking to shape brand perception, influence buyers, and lead in the future of marketing. The findings highlight the vital role of earned media strategies in Generative Engine Optimization (GEO) and Artificial Intelligence Optimization (AIO) visibility. Muck Rack’s new tool, Generative Pulse, integrated into its PR platform, is designed to help PR and communications teams monitor and define how their brands appear in AI-generated search results, leveraging these insights for strategic advantage in an AI-native search landscape.
