Comms is becoming more important in the age of AI

Comms next year is shaping up to be more important than ever. According to Hard Numbers, LLMs rely on editorial media for 61% of the content they use to shape brand reputation. That influence jumps to 65% for questions like “Is [company] trustworthy?” and 72% for whether a company offers good value for money. As AI continues to evolve, the stories we tell and where we tell them will matter more than ever.