PR Insights Series: Crafting Content Optimized for AI, and for Humans 

This is the second part in our AI Insights for PR Professionals and Communicators series, following up on the article on AI content strategy.  

Making Your Content Visible in the Age of AI Search  

As PR professionals, we’ve long known the importance of content ranking well in search engines, but in 2025, the rules have changed. With the rise of AI-powered search engines and large language models (LLMs) like ChatGPT, Copilot, Perplexity, Google Gemini and DeepSeek, visibility depends on more than keywords, meta descriptions and backlinks. 
 
To stay visible and relevant, brands and communicators must embrace Generative Engine Optimization (GEO) – a strategy that ensures content is not only discoverable by AI but surfaced in searches and cited by LLMs in AI-generated answers. Crucially, however, to build brand trust while optimising for AI, content must still resonate with human readers. 
 

How Do You Create Content Optimized for Both AI and Humans? 

1. Write for Humans First, Then Optimize for AI 

The leading AI models are trained on content written by humans. They like clarity, coherence, and credibility – qualities that matter to the human audience

• Use a conversational tone that’s also reflective of your brand voice. 


• Avoid jargon unless necessary, industry-specific, and well-explained. 


• Tell stories, share examples, and expert insights and knowledge. 

Remember: AI models cite content that other human sources trust. If your content earns the attention of journalists, bloggers, and professionals, it’s more likely to be surfaced by AI. 

2. Structure for Clarity and Machine Readability

While the writing style should always feel natural, content should be structured for machine readability. AI models rely on semantic cues to understand and extract information. 
 
Use clear heading hierarchies (H1 > H2 > H3) to guide both readers and crawlers. Break up text with bullet points, lists and tables to make content easy to scan. If it makes sense, include FAQ sections and question-based subheadings to match how users search. 
 
This helps AI models “snip” relevant answers while making it easier for busy professionals to read, understand and digest your insights. 

3. Answer Real Questions with Real Expertise 

LLMs are designed to answer user queries. To be cited, your content should address the type of questions your audience is asking. 

• Use long-tail keywords and natural language phrasing. 


• Start sections with clear, concise answers within the first 40–60 words. 


• Support numbers and claims with data, citations, and sources. 

For example, instead of writing “AI search is important,” we explain why it matters to us PR professionals and how we can develop human-centered content for AI search. 

4. Trust Through Transparency and Authority 

Whether your reader is a journalist, KOL or AI model, trust is earned through transparency and credibility. Here are some things that build trust and authority for both AI models and humans. 
 
Include author bios and links to professional profiles for bylined articles. Cite reputable sources relevant to the topic and date your content clearly. Maintain a secure, fast-loading and mobile-friendly website. 
 
Publishing original research, thought leadership, reports and studies positions your brand as a reliable source – one that AI models are more likely to reference. 

5. Content Hubs Can Demonstrate Topical Authority 

Rather than isolated one-off articles, build content series, and interconnected content ecosystems around your core topics. This signals to both readers and AI that your brand is a go-to resource. 
 
You can develop a content hub with Comparisons, Case studies, FAQs, Thought Leadership and Interviews. This depth and breadth improve SEO and increases the chances of content being discovered in AI search and cited by AI models. 

6. Distribute In Channels Where AI and Humans Find Content 

AI models ingest content from a wide range of sources – many of which are also frequented by your human target audience. Among key AI visibility drivers are owned channels, along with press releases featured on trusted online news sites. 

• Online News Media 


• Press Releases 


• Company Websites 


• Forums like Reddit 


• Social media, especially LinkedIn and X 

Get published in online news media by consistently distributing press releases. Publish content on your website. Share insights on LinkedIn, X/Twitter and blogs. Contribute to forums and industry publications. 
 
Repurposing content across platforms increases visibility and reinforces your brand’s presence for both your audience and machine search. 
 
Conclusion: The Human-AI Content Equation 
In the age of AI search, the most effective content is not just technically optimized – it’s human-centered. It informs, engages, and builds trust. It answers real questions with real expertise. And it’s structured in a way that both people and AI models understand. 

AI Optimized Content FAQ 

How Do You Optimize Content for AI? 

• Write for humans first, then optimize content for AI. 


• Clear structure: Semantic headings, bullets for easy AI model parsing. 


• Question-based subheadings: Matches queries used in AI search. 


• Answers early in sections: Improves “snippability” for AI responses. 


• E-E-A-T: Experience Expertise, Authoritativeness & Trustworthiness. 


• Topical authority: Content hubs and comprehensive coverage. 


• Distribution: Across multiple platforms to increase AI ingestion. 

What Content Do Both AI and Humans Like? 

• Conversational tone: Professional yet accessible for B2B and B2C audiences. 


• Real-world relevance: Addressing practical concerns of people and professionals. 


• Expert insights: Original research, studies and surveys, thought leadership. 


• Clarity & coherence: Avoid jargon and fluff, focus on informative, engaging content. 


• Storytelling & examples: Adds depth and relatability to complex subjects. 

 Sources: Media OutReach Newswire research, ChatGPT, Microsoft Copilot, Perplexity, Google Gemini, DeepSeek.