In the rapidly evolving world of artificial intelligence, media partnerships are emerging as a critical factor in determining how brands appear in generative AI outputs. Recent research highlights a striking disparity: only 7.2% of domains show up in both Google’s AI Overviews and results from large language models like those powering ChatGPT. This gap underscores a fundamental shift in how search engines and AI systems source and prioritize content, forcing marketers to rethink their visibility strategies.

The study, detailed in a report from Search Engine Land, analyzed thousands of queries across platforms. It found that media outlets with direct partnerships, such as those with OpenAI or Google, enjoy disproportionate visibility in AI-generated responses. For instance, brands tied to partnered publishers often see their mentions amplified, while others languish in obscurity.

The Partnership Advantage

This isn’t mere coincidence. AI models rely heavily on licensed data from media giants, which influences the training datasets and, consequently, the outputs. As AI collapses traditional search funnels—where users once clicked through multiple links—brands now compete for direct inclusion in summarized answers. Without these partnerships, even high-ranking websites on traditional search may be sidelined in genAI contexts.

Experts note that this creates a two-tier system. Premium content from partnered sources, like articles from The New York Times or Reuters, which have deals with AI firms, tends to dominate. The Search Engine Land analysis on AI’s impact on paid media emphasizes how this dynamic alters user behavior, pushing brands to invest in cross-channel strategies to bridge the visibility divide.

Implications for SEO Strategies

For industry insiders, the takeaway is clear: traditional SEO tactics focused on keyword optimization and backlinks are insufficient in the AI era. The research reveals that domains appearing in LLM results often stem from diverse, non-traditional sources, including forums and social media, whereas Google AI Overviews favor structured, authoritative content. This mismatch means brands must diversify their presence, cultivating mentions across platforms that AI trusts.

Building on this, a related guide from Search Engine Land’s AI Visibility Index suggests tracking brand mentions in AI responses as a new metric. Marketers are advised to pursue digital PR efforts to secure features in partnered media, enhancing credibility and frequency of appearances.

Bridging the Gap

To adapt, companies are turning to generative engine optimization (GEO), a nascent field aimed at tailoring content for AI ingestion. Tactics include creating authoritative, entity-rich content that aligns with AI’s preference for factual, well-sourced information. The Search Engine Land piece on growing brand mentions outlines seven methods, such as collaborating with influencers and optimizing for voice search, to boost visibility.

However, challenges remain. Smaller brands without the resources for high-profile partnerships risk being overshadowed. The report warns that as AI search matures, this could exacerbate market inequalities, where only well-connected entities thrive.

Future-Proofing Brand Presence

Looking ahead, insiders predict that monitoring tools like those from SEO Review Tools will become essential for auditing AI perceptions of brands. By analyzing how models view competitors and credibility, marketers can refine strategies proactively.

Ultimately, the research signals a paradigm shift: visibility in genAI isn’t just about being found—it’s about being preferentially selected. Brands that forge or leverage media partnerships stand to gain the most, while others must innovate to avoid digital invisibility in this AI-driven ecosystem. As one executive noted in the findings, adapting now could define market leaders for years to come.