The New Rules of Press Releases in an AI-Powered World

Press releases aren't dead. They're evolving and fast.

Today, as a communications professional, marketer, or business leader, press releases are pivotal in the landscape. A well-written press release is no longer just about earning media hits. It's about achieving your place in search engines and AI models, the two places people (and machines) now go first to find information.

If you still treat a press release like a one-and-done announcement, you risk losing visibility, credibility, and future discoverability.

What's Changed

1. Press Releases Are Training Data for AI Models

AI tools like Gemini (Google's AI assistant), Perplexity (an AI search engine), and ChatGPT (OpenAI's language model) are used for tasks like language generation and answering user questions. These models scrape public content, including media sites and wire services like PR Newswire or Business Wire, to train themselves and generate responses.

A well-placed, keyword-rich press release doesn't just announce news. It seeds authority, context, and brand associations that shape how AI talks about you.

"All text is the same" to AI. Whether you're in the New York Times or a small trade blog, it counts if it's public and structured.

2. Press Releases Must Serve Two Audiences

A single version of a press release often won't cut it anymore.

• Human-optimized releases must be clear, emotional, and compelling for readers and journalists.

• AI-optimized versions prioritize information density, semantic structure, and keyword clarity.

You may not need two complete drafts every time, but your strategy needs to account for both.

3. The Nucleus of a Multi-Channel Strategy

Innovative teams are now proactive, no longer hitting "send and moving on." They understand the need for a multi-channel strategy.

A press release should launch a complete content sequence:

• Blog posts

• FAQs

• YouTube and short-form video

• LinkedIn breakdowns

• Spotify or podcast audio

• Social media carousels

One release. Many lives. And each one gives AI more context to index.

4. Think Like a Machine: Where Does AI Look First?

It's not just about a wire service hit anymore.

You need to think in terms of machine visibility:

• Is your release showing up in AI-prioritized outlets?

• Is it indexed on sites where AI scrapes regularly?

• Is it present in multiple languages for broader model training?

AI indexes content across platforms, languages, and formats. Your release must live everywhere to be found anywhere.

Your news isn't global unless your language is. Multilingual distribution isn't just about geography; it increases your visibility across AI models and opens the door to global investors increasingly relying on machine translation and AI-powered curation.

5. Structure Matters More Than Ever

The format is now as important as the message:

• Clear headlines and subheads

• Keyword-rich, semantically structured content

• Embedded multimedia (video, PDFs, alt-tagged images)

• FAQs that answer common user/AIs questions

The easier it is to parse, the higher the chance that AI will elevate it.

Bottom Line: AI-Powered Press Releases are your BFF

Press releases haven’t lost their relevance; they’ve become more technical, strategic, and impactful when executed with intention.

The smartest communicators now treat every announcement as a chance to publish AI-powered press releases that work on three levels:

• An AI asset to train and ground language models

• A media asset – to inform and pitch journalists

• A brand equity asset – to expand visibility and influence

  
  

Because in an AI-powered world, if you're not visible, you're invisible.

Coming up in Part 2: A Tactical Guide to Optimizing Press Releases for AI Search, including formatting tips, technical SEO musts, and how to dominate AI-driven discoverability.

Let's Connect

Want your next press release to train AI models and impress investors?

Connect with Anna Dalaire and follow BULLVISION Consulting Inc. for bold, effective branding, visibility, and investor marketing strategies in the capital markets.

Disclaimer

BULLVISION Consulting Inc. wrote and published this article for informational purposes only. My views are based on my experience in capital markets, communications, and small-cap exploration.

While I strive to reference reliable, publicly available sources, I can't guarantee the accuracy or completeness of all information shared. This content is not investment advice, a recommendation, or a solicitation to buy or sell securities.

Please do your diligence. Nothing here should be taken as legal, accounting, or tax advice, and I am not responsible for any decisions based on its content.

This article is meant for a general audience and may not be appropriate for readers in jurisdictions where such material is restricted.