The communications landscape never stays still and the latest front to be opened up is how brands and businesses win the attention of AI.

Whether it’s a Google Gemini response, Co-Pilot, ChatGPT, Claude or any of the others who use their algorithm to find the best contextual answers to queries, this is an area many have yet to get their heads around.

That’s why Democracy has developed a free ‘AI communications health check’ to shine a light on how LLMs and AIs - such as ChatGPT - see brands or businesses. It’s a fundamental part of our Protect, Connect and Amplify client proposition.

Why PR has emerged as the secret weapon in the modern communications mix

Almost 60% of European searches now end without a click, according to research by SparkToro in 2024. Which means that AI is supplying the answer the browser needs without the need to gain additional information by visiting a website.

With an estimated 67% of Gen Z and 53% of millennials favouring AI search tools instead of Google (Adobe Analytics), industry experts predict that Chat GPT could overtake Google in terms of search volume by 2028 (Semrush).

With an average of 90% of AI results attributed to earned media insertions (Source: Micheal Brito), PR is the secret weapon in any AI ready communications mix to ensure a brand or business is visible. Enabling businesses to protect their proposition, connect with their audience and amplify their offer to an audience who are demonstrating intent through AI search.

The new AI Readiness tool developed by Democracy helps provide these answers. It is available for brands to try at https://wearedemocracy.co.uk/are-you-ai-ready

The test takes in dozens of checkpoints across a brand’s entire digital footprint to assess the visibility and trust a brand has in the eyes of an LLM. A score out of 100 is returned to give brands a clear idea of how they are faring - and what might need to change.

Why brands need to build a network of trust signals to thrive in the AI era

Jen O’Grady, CEO of Democracy, explains why it has been developed: “We’ve developed an AI readiness test and AI driven proposition to help companies assess how effective their communications mix is in influencing how they appear in LLMs.

“PR is the most influential discipline in shaping what LLMs recommend and as an industry we need to step up to the opportunity. We do this by building a considered and consistent network of trust signals across high authority news sites, social platforms and owned channels.

“Keywords now need full context and we must take clients with us on this journey. That’s why the time is right for PR to assert itself afresh and we’ve re-shaped our proposition.”

So … do you want to take the test now?

After establishing a base line, the Democracy can also make recommendations for how a brand/business can create effective content that will answer questions around search intent - from the informational to the transactional.

Brand managers and marketing teams can take the test at https://wearedemocracy.co.uk/are-you-ai-ready - results will be provided inside 72 hours.

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