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Working in B2B marketing, you’ve probably noticed how search has changed. You may have seen it reflected in decreasing organic traffic to your website.

These days, your customers aren’t always starting their research with Google. They’re now asking questions on ChatGPT, Gemini, or Claude and relying on zero-click searches.

As for what feeds these AI search results, here’s what’s really interesting: AI-driven search systems love well-written press releases.

That’s right; the format that’s been around for decades is now the content type AI trusts the most.

Let’s unpack why and explain how you can use this to your advantage.

The New Rules of Discoverability in the Age of AI Search

For years, SEO only involved keywords, backlinks, and meta tags. But now, people are searching differently.

When someone types latest cybersecurity solutions for healthcare into Gemini or which manufacturer announced new sustainability goals in 2025 into ChatGPT, these tools don’t just look at blogs.

AI tools look for factual, structured, and trusted content—the type of information they can confidently summarize and cite.

That’s where press releases come in.

A 2025 Bond Capital report on AI trends notes that generative AI tools are rapidly shifting toward “retrieval-based generation,” which means they pull information from verified, structured sources—not random websites.

And few formats check these boxes better than a press release.

Why AI Prefers Press Releases

AI models are very smart, albeit picky, readers. They love structure, authority, and clarity.

Here’s how press releases deliver all three.

• Structure: The standard layout of a press release (headline, subhead, dateline, body, boilerplate) makes it easy for AI to identify what’s new, who said it, and when it happened.
• Authority: Press releases come directly from verified organizations and are distributed through newswires.
• Clarity: Press releases get to the point in the first few sentences, providing the who, what, when, where, and why.

And according to the 2025 Bond Capital report, tools like Gemini and ChatGPT now use vector-based ranking systems that prioritize content with metadata, timestamps, and verified sources—key elements of a properly formatted press release.

AI-Driven Visibility Across Industries: Tech, Finance, and Manufacturing

Let’s look at how this plays out in the real world across some of the biggest B2B sectors.

• Technology: Launching an AI-powered analytics platform? When your press release clearly states who developed it, what problem it solves, and when it’s available, LLMs can easily match that information to a user asking, “Which analytics platforms are using generative AI for predictive modeling?”
• Finance: If your bank or fintech company publishes a quarterly report or new product update with solid metrics, verified names, and quotes, AI tools can pull these details as verified financial insights. That’s why more financial institutions are leaning on press releases to boost credibility in AI-driven search.
• Manufacturing: Announcing a new facility or sustainability milestone? When your release includes geotags, data points, and executive commentary, AI recognizes the relevance and can link your company to trending topics like green manufacturing or supply chain innovation.

Across every industry, the same rule applies: the clearer, more structured, and better-sourced your announcement, the more likely it is to surface and stay visible in AI-powered discovery.

How to Make Press Releases AI-Ready for Better Discovery and Search

If you want your next announcement to show up in AI results, not just on news sites, start here.

• Think like a search query. Write headlines that sound like the questions your audience might ask. For example, instead of the headline Acme Corp Announces New Cloud Solution, try How Acme Corp’s New Cloud Solution Simplifies Data Management for Manufacturers.
• Lead with facts. AI tools extract information like numbers, names, and outcomes—not adjectives.
• Use metadata wisely. Include author names, company identifiers, dates, and locations. These help LLMs verify your content’s authenticity.
• Add multimedia (with context). Images, charts, and videos with captions and alt text improve how AI understands your story.
• Distribute through trusted sources. Press release services like GlobeNewswire ensure your release is formatted, verified, and syndicated to major outlets, boosting trust with both humans and machines.

The Future of B2B Storytelling: Writing for People and AI

As a B2B marketer, you’re no longer just writing for people; you’re writing for algorithms that serve people.

Your next press release could be the answer AI gives to questions like:

• What’s the latest trend in financial automation?
• Which healthcare startups announced funding this quarter?
• Who’s leading in sustainable manufacturing?

And when your brand is the answer, you win visibility that lasts far beyond your launch day.

This shift doesn’t make marketing and public relations less human; it makes them more strategic.

Why Trust Still Wins in an AI World

The world of discovery has changed, and your press releases can lead the way. When your news is structured, factual, and published through trusted channels, you’re giving AI exactly what it’s looking for.

Because at the end of the day, LLMs don’t love press releases because they’re traditional; LLMs love press releases because they’re trustworthy.

And in an age where trust drives visibility, that’s a powerful advantage.