As generative AI platforms like ChatGPT, Gemini, and other AI-powered search assistants become a primary source of information for buyers, brands face a new challenge: ensuring their content is visible in AI-generated answers. Recognizing this shift, the American Marketing Association (AMA) and Notified are hosting a webinar focused on how marketers can leverage press releases and earned media to improve AI discoverability.

Scheduled for June 30, 2026, the one-hour virtual session will examine how communications strategies are evolving as AI increasingly determines which sources are credible enough to reference in its responses.

Why AI Visibility Matters

Unlike traditional search engines that primarily direct users to websites, generative AI platforms synthesize information from multiple trusted sources to answer questions directly. That shift means brands can no longer rely solely on SEO rankings to maintain digital visibility.

For marketers, public relations professionals, and communications teams, earned media and well-structured press releases are becoming valuable assets for influencing how AI models understand, reference, and cite organizations.

The webinar will explore how these content formats can strengthen brand authority while contributing to measurable business outcomes, including website traffic, lead generation, and pipeline growth.

What Attendees Will Learn

The session promises practical guidance rather than theoretical discussions around AI search. Topics include:

• How press releases and earned media contribute to AI visibility and marketing pipeline growth.
• Best practices for structuring content so AI systems can more easily discover, understand, and cite it.
• A real-world case study demonstrating how AI-optimized press releases contributed to revenue growth.

The discussion reflects the growing interest in what many marketers now refer to as Generative Engine Optimization (GEO)—the practice of optimizing content not only for search engines but also for AI assistants that increasingly influence buyer research.

Industry Experts to Lead the Discussion

The webinar brings together communications and AI search specialists with experience across enterprise marketing and public relations.

Kyle Arteaga, Founder and CEO of The Bulleit Group, will share insights from advising organizations including Google, LinkedIn, Amazon's Zoox, Bridgewater, and Procter & Gamble. Arteaga has also been an early advocate for responsible AI adoption in communications and has conducted research into how AI platforms discover and cite branded content.

Joining him is Lisa Davis, Vice President of Marketing at Notified, who leads growth marketing initiatives across the company's public relations and investor relations solutions. With more than two decades of B2B marketing experience, Davis specializes in demand generation, customer engagement, and integrated marketing strategies.

Also speaking is Jimmy Kropelin, Team Lead for Agency and Channel Partnerships at Notified. His work focuses on helping agencies understand how AI search is reshaping communications through Generative Engine Optimization (GEO), AI citation tracking, and AI-friendly content frameworks.

AI Search Is Reshaping PR and Content Strategy

The webinar arrives as marketers increasingly rethink how content is created and distributed. While SEO remains important, organizations are beginning to recognize that AI visibility depends on credibility signals such as authoritative media coverage, structured content, consistent messaging, and trusted third-party references.

Press releases—once viewed primarily as a media relations tool—are evolving into structured content assets that can influence how AI systems interpret brands across the web.

As AI-powered search becomes more embedded in customer journeys, communications teams may need to treat earned media and digital PR as core components of search strategy rather than standalone brand awareness initiatives.

For marketing leaders looking to adapt to this changing landscape, the AMA and Notified webinar offers a timely look at how AI is redefining discoverability—and what brands can do to stay visible.

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