PR is fueling the sales pipeline in unprecedented ways. Earned media is no longer just about awareness. It is the primary input AI tools use to summarize vendor capabilities, compare competitors, and determine who makes the shortlist—often before a buyer ever visits a vendor’s website.
This report reveals:
- How enterprise technology buyers research and evaluate vendors in an AI-led workflow
- How AI assistants amplify third-party credibility signals
- Which types of earned media most influence shortlisting
- Why recency and independent validation now matter more than ever
