Digital PR for AI
Digital PR for AI is getting your brand covered on the sites AI platforms already read and cite when they answer questions in your category.
Digital PR for AI is the work of getting your brand onto the websites that AI platforms read when they answer questions about your category. The reviews, news pieces, list articles and directories they cite are the places where a mention of you can turn into a mention in the answer.
It matters because most of the pages an AI platform reads aren't yours. If the sites it trusts for your category never name you, it has little reason to name you either.
How it differs from classic PR
Classic PR aims at an audience: you pitch the publication your customers read. Digital PR for AI starts from the answers. You look at which pages the platforms actually used for the questions you care about, and you aim at those.
The two lists overlap, but not always. A small trade blog with a well kept comparison table can shape more answers than a big newspaper that covered your launch once.
What the work looks like
For example, say Fernhill Coffee finds that answers to "best coffee subscription in the UK" keep citing three list articles and one review site. Kestrel Roasters appears in all four. Fernhill appears in none.
That gives Fernhill a short, concrete to-do list: ask the authors of the list articles to consider Fernhill when they update them, send samples to the review site, and make sure its own facts, like prices and delivery areas, are easy for those writers to check.
Digital PR for AI in AnswerOrbit
The Gaps tab in Sources lists the sources whose answers name a competitor but not you, each with a score and a suggested way in, such as reaching out to the site or getting listed in a directory. Sources are grouped by type, like press and publications or community and social, so you can see which kind of coverage the platforms lean on. When you've landed a piece of coverage, Before and after a date shows your numbers either side of it.