PR INSIGHTS

The latest edition of Muck Rack's ‘What Is AI Reading?’ study (October 2026) has been released, and the headline figure has hardly moved: about 84% of AI citations come from earned media and roughly 99% from non-paid sources. I dive into the research and provide some opinions of what it means for B2B tech and enterprise businesses.

SCAFFOLD AI PR case study: SCAFFOLD launched into one of the busiest beats in business media. New AI products arrive every week, each making a new claim, and editors had long stopped treating novelty as news. SCAFFOLD had no funding round to announce, no big-name customer to point to and no event to tie the launch to. What it did have was its founder.

The rise of LLMs has changed the way people search. Buyers are now introduced to your company for the first time through an AI answer. They ask ChatGPT, Claude or Google to explain an industry, help solve a problem or create a supplier shortlist, and the reply is assembled from whatever those systems have already read about you. If your business doesn’t appear in that answer, or turns up in it incorrectly, you have lost a potential customer before you knew they were looking.