In this episode of AI Loves PR, Brian Stempeck, CEO of evolved search platform Evertune, breaks down how AI is changing the way people discover and interact with brand information and what PR professionals must do to stay visible.
“Search used to be about 10 blue links,” Stempeck explains. “Now, it’s about the AI summary at the top.” He describes this new paradigm as “clickless search,” where users receive direct answers from large language models like ChatGPT, Claude, and Perplexity instead of clicking through to read articles or websites.
This shift has profound implications for PR. “The question is: Are you being mentioned in those answers? If not, why not?” Stempeck says. Evertune works with agencies and brands to audit how their clients are (or aren’t) appearing in AI-generated content and helps develop strategies to improve visibility.
One key insight from the conversation is the importance of structured content. “If you want to show up in AI search, you need to help the AI understand who you are and what you stand for,” he says. That includes building content that is well-labeled, answer-friendly, and consistent across platforms.
Stempeck also emphasizes that brands can’t rely on SEO tactics from a decade ago. “We’re in the early days of generative search. The rules are still forming. This is the time for PR to lead.”
For communicators, actionable steps include monitoring how your brand appears in AI tools, adapting your messaging for answer engines, and thinking less about clicks and more about credibility in a machine-readable world.