While AI is having a major impact on how we find and consume information, its rise doesn’t necessarily mean more established channels are becoming less important. Reuters Institute’s recent research across 27 markets found that the use of generative AI tools is growing rapidly, even as search and social media remain major pathways for discovering and engaging with original content.
The findings reinforce the value of a diverse, multifaceted storytelling strategy. And as the information landscape continues to evolve, organizations have an opportunity to reassess their thought leadership programs – accounting for changing search and discovery dynamics while ensuring their voices are heard across an increasingly expansive information ecosystem.
Visibility looks different now
Not long ago, a strong executive thought leadership program might have focused heavily on traditional news media – positioning a CEO or other senior leader for interviews or contributed articles that showcased their expertise. Those channels remain valuable, but social media and other digital platforms have given organizations more opportunities to connect directly with audiences and, in some cases, cultivate their own brand journalism channels.
In today’s interconnected media landscape, one idea can travel farther than ever. A broadcast interview clip can find a new audience on Instagram or Facebook, while a compelling LinkedIn article might be repackaged as a contributed piece for a key industry trade publication. For company experts, these opportunities can also generate inbound media inquiries while supporting speaking opportunities and industry recognition.
The ability to penetrate this expanded media ecosystem matters because strong thought leadership can influence how potential customers perceive an organization and its expertise. The 2025 Edelman-LinkedIn B2B Thought Leadership Impact Report found that 65% of target decision-makers trust thought leadership more than marketing materials and product sheets when assessing an organization’s capabilities and competencies.
Enter the age of AI
The rise of AI has added another dimension to brand and executive visibility, as both consumers and business decision makers increasingly use platforms like ChatGPT and Gemini to find information. Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) have emerged as growing areas of focus for organizations navigating this shift, raising new questions about what influences visibility in AI-driven environments and how it can be measured.
A recent Vogue report on AI visibility found that more than 80% of the references identified by one AI visibility measurement platform came from editorial coverage, influencers and other earned sources. The findings suggest that the same activities that have traditionally helped build executive credibility – media coverage, expert commentary, contributed content and other third-party validation – may increasingly influence AI visibility as well.
But that doesn’t mean thought leadership strategies should remain unchanged. As AI-driven discovery evolves, communicators will need to monitor which sources and types of content these platforms tend to surface and use those insights to inform media targeting, content development and distribution.
AI-driven search also strengthens the case for developing a deeper bench of experts. Establishing credible expertise beyond the CEO, for example, can help shape what journalists find, what customers discover through search and social channels and what AI platforms surface when someone asks an industry-specific question.
Changing search dynamics may also require organizations to rethink how they measure success. Audiences can encounter an organization’s expertise through an AI-generated response without ever visiting the underlying article or website. Traditional metrics like referral traffic may therefore tell only part of the story as communicators assess the reach and impact of their thought leadership.
Pieces to the puzzle
As the ways audiences discover information change, so too will the ways organizations build and measure visibility. Establishing a presence in sources that influence AI-generated responses may become increasingly valuable, but it shouldn’t come at the expense of a broader strategy – aligning earned media, social media, advertising and owned content.
As the playbook evolves, the fundamentals remain the same: meaningful ideas, credible expertise and authentic storytelling. Organizations that carry those qualities across channels will be better positioned to remain visible wherever audiences go next.
Want to build a thought leadership strategy designed for the way audiences discover information today? We’d love to connect.