I recently attended a CIM webinar that tackled a question we’ve all been asking: “How is AI really impacting SEO, and what should we be doing about it?” Gareth Morgan, founder of Liberty Marketing Group, led the session, and it was packed with practical insights and a few myths busted along the way.

The headline? SEO isn’t dead. In fact, it’s evolving, and AI isn’t replacing it, it’s reshaping it. Despite all the hype around ChatGPT and other AI search tools, Google is still the go-to for most people, with search volumes growing year on year. So, if your board is panicking about AI taking over, breathe, your SEO efforts are still vital.

So, what’s changing?

Gareth highlighted three key shifts:

1. AI search is conversational, not keyword-led - While the average Google search is just a few words, AI prompts tend to be longer, more detailed, and often involve follow-up questions. That means content needs to be comprehensive, covering the wider topic rather than a single keyword.
2. Zero-click results are on the rise - Around 60% of searches now end without a website click, thanks to rich snippets and AI summaries. Your content may still be seen, even if it’s not generating clicks in the traditional way.
3. AI is influenced by brand mentions - Unlike traditional SEO, which relied heavily on backlinks, AI also factors in unlinked mentions, editorial guides, and citations from trusted sites. This is where digital PR becomes a real game-changer.

Digital PR: your secret weapon

Gareth was clear: digital PR isn’t just nice to have anymore — it’s essential. Brand mentions, expert commentary, and editorial features are now critical for AI visibility. Even unlinked mentions can help AI understand your brand’s authority, meaning your PR work directly supports both human and AI audiences.

So, if you’ve been thinking PR is “fluffy” or just for press coverage, now is the time to rethink that. Quality mentions and consistent exposure are becoming the new currency for search and AI recognition alike.

Practical tips for marketers

Here are a few takeaways I found especially useful:

• Refresh and relaunch your best-performing content
• Focus on evergreen content that journalists and AI alike will keep referencing
• Create content that’s easy to skim, with headings, bullet points, and clear structure
• Use FOI requests or proprietary research to generate PR stories
• Reclaim broken backlinks and optimise existing brand mentions

The goal? Stand out as a trusted, authoritative source — because AI is increasingly using that trust as a ranking factor.

Why this matters for B2B

AI search is particularly impactful for B2B marketers, especially in sectors like tech and finance. Buyers are researching in detail and using multi-step queries, so brands that provide clear, authoritative answers are more likely to get noticed.

Gareth mentioned that one client even reported incremental leads directly from AI visibility, small, measurable wins that complement traditional SEO.

The bottom line

SEO isn’t going anywhere. But if you want to stay ahead, digital PR is now your superpower. Invest in your brand’s visibility, create standout content, and build authority in your industry. AI isn’t a threat, it’s an opportunity to make your marketing work harder, smarter, and more effectively.

For anyone feeling overwhelmed by AI, Gareth’s message was simple: stick to best practice, focus on quality, and let digital PR amplify your results.