Revolutionary solution addresses critical shift as up to 90% of AI search results come from earned media sources.
CHICAGO (September 29, 2025) – Interpublic Group (NYSE: IPG) agency Golin launched First Answer, an AI visibility platform that gives brands unprecedented control over how ChatGPT, Gemini, Perplexity and other AI systems describe them to millions of users daily. The platform addresses the critical reality that up to 90% of AI search results come from earned media citations— positioning public relations at the center of AI optimization strategy.
First Answer solves an urgent challenge: without strategic AI optimization, brands risk having their stories shaped by outdated information, competitor messaging, or AI-generated errors. With 77% of Gen Z and 53% of millennials using AI tools instead of traditional search engines (sourced from Adobe), and 89% of B2B buyers using generative AI in purchasing decisions (sourced from Forrester), brands need immediate AI visibility strategies.
“We’re in an era that many are calling the third major technological tipping point in recent decades, following the dotcom boom and the launch of the iPhone,” said Jonny Bentwood, President of Data & Analytics at Golin. “The shift toward AI-powered search fundamentally changes how brands need to think about discovery and engagement with their audiences.”
Three Core Components Transform AI Visibility
First Answer delivers comprehensive AI optimization through three integrated components:
- Benchmark– Analyzes brand presence across ChatGPT, Gemini, Perplexity and other AI platforms, providing visibility rankings, competitive positioning, sentiment evaluation, and identification of media outlets, social sites and owned pages that drive citations.
- Optimize– Enhances content and earned media strategy to increase positive AI visibility through:
- AI-optimized press releases, blogs and web content.
- Strategic community engagement on user generated content (UGC) platforms like Reddit
- Proven earned media tactics for immediate AI impact
- Defend– Protects brands against misinformation and negative sentiment with proactive monitoring, rapid response capabilities, and AI-specific reputation protection strategies.
Earned Media Drives AI Citations and Brand Trust
“AI systems now determine which brands succeed by prioritizing earned media as their most trusted source,” said Jack Barbour, EVP and AI Lead at Golin New York. “When ChatGPT, Gemini, or Perplexity answers questions about your brand, up to 90% of their citations come from earned media sources—not your website. First Answer ensures AI platforms see optimized, accurate, and strategically positioned content, giving our clients clear advantages.”
The solution addresses a fundamental shift in how information is consumed. AI-generated responses often trigger “anchor bias” where users accept the first AI response they receive without further investigation. This behavioral change has created both unprecedented opportunity and risk for brand visibility.
Immediate Impact Within Hours, Not Weeks
First Answer delivers unprecedented speed – AI platforms reflect optimized client news within hours of publication, compared to weeks or months for traditional SEO. This rapid response proves essential for:
- Product launches and announcements
- Crisis management and reputation protection
- Strategic pivots and market positioning
“First Answer represents another breakthrough in our AI-powered solution portfolio,” said Jeff Beringer, Chief AI Officer at Golin. “Alongside innovations like FitCheck for AI-powered influencer vetting, Emotiv Content Pretesting for content optimization, and HotSeat for real-time media training, First Answer demonstrates our commitment to becoming the first fully AI-integrated global PR agency by 2026.”
Proprietary Approach Leverages Earned Media Expertise
The platform leverages Golin’s deep understanding of earned media combined with advanced analytics to architect brand presence across AI systems. While traditional SEO becomes increasingly obsolete (only 12% of ChatGPT results overlap with Google searches according to Profound), First Answer focuses on content formats AI systems prefer.
“We have an opportunity and obligation to lead from the front,” said Bentwood. “Until now, no one has taken a true leadership position in AI optimization. Public relations professionals are uniquely positioned to lead this transformation because we understand earned media, we know how to craft narratives, and we are the architects of the new AI-driven communication landscape.”