Public relations has always been about three things: influence, reputation and authority. But in 2025, influence looks different. It’s no longer just about securing the Wall Street Journal or a glossy feature—it’s about whether your brand shows up in AI answers. influence, reputation and authority AI answers Generative search has rewritten the rules of visibility. Today, the most powerful drivers of brand presence is a mix of earned media, like trade publications, coverage by analyst firms and those viewed as “trustworthy” voices, and validation from credible reviews and sites like Reddit now carry more weight than ever. These signals shape not only what people read, but also what machines surface as the authoritative answer. earned media trade publications analyst firms and those viewed as “trustworthy” voices credible reviews and sites like Reddit That’s why agencies leading the next wave of PR are those who don’t just pitch stories, they engineer visibility across both human and machine audiences. They are adopting AI-powered monitoring, building generative search strategies, and ensuring that their clients’ voices are consistently reinforced across the outlets and communities AI engines trust most. AI-powered monitoring generative search strategies Below is a look at the Top B2B PR Agencies Using Generative AI Tools in 2025, a mix of global giants and nimble boutiques who are setting the standard for influence in the AI age. Top B2B PR Agencies Using Generative AI Tools in 2025 1. Zen Media – The AI-Native PR Powerhouse Zen Media The AI-Native PR Powerhouse Zen Media tops this list for one clear reason: it isn’t just using AI, it has rebuilt PR for the AI era. After acquiring eCommerce.com in 2025, Zen declared itself the first AI-native growth agency, integrating Answer Engine Optimization (AEO) into every campaign. rebuilt PR for the AI era AI-native growth agency Answer Engine Optimization (AEO) Key innovations include: AI Visibility Audits: measuring client presence across ChatGPT, Claude, Perplexity, and Gemini.
Launching several new stealth mode products over the next few months
Integrated Generative PR Workflows: connecting earned content with Reddit threads, backlinks, and media citations. AI Visibility Audits: measuring client presence across ChatGPT, Claude, Perplexity, and Gemini. AI Visibility Audits Launching several new stealth mode products over the next few months Launching several new stealth mode products over the next few months Integrated Generative PR Workflows: connecting earned content with Reddit threads, backlinks, and media citations. Integrated Generative PR Workflows Zen Media is different because it ensures that coverage shows up where it matters: in AI-driven answers. 2. Edelman – Generative Engine Optimization at Scale Edelman Generative Engine Optimization at Scale As the largest PR firm in the world, Edelman is making bold moves with GEOsight, its Generative Engine Optimization platform. GEOsight helps global brands audit how they appear in AI answers and re-engineer earned and owned content to shape those results. Edelman GEOsight Generative Engine Optimization platform Edelman’s advantage lies in scale and authority. When you’re managing Microsoft or Unilever, ensuring the brand narrative surfaces in AI outputs is no small feat. Edelman’s combination of data analytics, trust research, and PR muscle makes them a global leader in AI-powered visibility. scale and authority 3. Weber Shandwick – AI for Crisis and Narrative Control Weber Shandwick AI for Crisis and Narrative Control Weber has invested in Radius, an AI-powered crisis management platform that predicts crisis evolution and generates real-time response strategies. In an era where misinformation spreads at machine speed, Radius gives clients a fighting chance to stay ahead. Weber has invested in Radius Radius Pair that with Weber I/O, a system using AI for campaign planning and narrative intelligence, and you see why Weber Shandwick remains a global heavyweight. Weber I/O 4. FleishmanHillard – Predictive AI for the C-Suite FleishmanHillard Predictive AI for the C-Suite FH positions itself as a decision-science firm as much as a PR agency. Its advisory unit blends predictive risk modeling and generative AI to give executives real-time insights into how issues will unfold. decision-science firm as much as a PR agency decision-science firm as much as a PR agency predictive risk modeling and generative AI For B2B clients navigating compliance, regulation, or geopolitical complexity, FH’s AI-driven analytics dashboards turn PR from a communications function into an executive strategy lever. AI-driven analytics dashboards 5. Gregory FCA – The AI-First Boutique Gregory FCA The AI-First Boutique Gregory FCA has gone all-in on AI, building proprietary tools like: Gregory FCA CrisisCalm: an AI-driven system generating crisis playbooks instantly.
Newsprint: AI-powered media monitoring briefs tailored to client industries. CrisisCalm: an AI-driven system generating crisis playbooks instantly. CrisisCalm Newsprint: AI-powered media monitoring briefs tailored to client industries. Newsprint This “AI-first” approach has boosted productivity, improved client retention, and earned Gregory FCA multiple awards. Proof that boutique firms can lead the charge in AI-powered PR. 6. Walker Sands – Generative Search Metrics for B2B Walker Sands Generative Search Metrics for B2B Walker Sands developed the AI Domain Impact Index, a first-of-its-kind tool ranking domains by how often they surface in AI-generated search answers. Walker Sands AI Domain Impact Index For B2B marketers, this is gold: it shows which outlets matter most for AI visibility. Spoiler alert—it’s often niche trade pubs, not mainstream media. 7. Diffusion PR – Creative PR in the Age of AI Search Diffusion PR Creative PR in the Age of AI Search Known for creative stunts, Diffusion has adapted its approach for a zero-click world. They emphasize securing authoritative coverage in niche publications, knowing that’s what AI models value most. Diffusion has adapted its approach for a zero-click world zero-click world Their mantra: good PR hasn’t changed, but how it gets measured has. good PR hasn’t changed, but how it gets measured has 8. Kite Hill PR – AI Audits for Tech Brands Kite Hill PR AI Audits for Tech Brands Kite Hill has launched AI Visibility Audits for its tech clients, showing them exactly what ChatGPT and other models “know” about their brand. This has made them a go-to for startups wanting to fix AI perception gaps. AI Visibility Audits fix AI perception gaps 9. SourceCode Communications – Dedicated AI PR Practice SourceCode Communications Dedicated AI PR Practice SourceCode recently launched a formal AI PR practice, blending messaging, media relations, and thought leadership with AI analysis. They specialize in helping AI innovators tell credible stories and cutting through hype-driven coverage. SourceCode AI PR practice AI innovators tell credible stories 10. Real Chemistry – Healthcare PR Reinvented with AI Real Chemistry Healthcare PR Reinvented with AI In healthcare, accuracy matters. Real Chemistry’s HealthGEO tool monitors how AI search engines portray pharma and life sciences brands, flagging misrepresentation and suggesting fixes. Real Chemistry’s HealthGEO HealthGEO tool For regulated industries, this level of precision is invaluable. If your brand isn’t using AI today, you’re already behind. Generative AI has made earned media the most important currency of visibility and soon, for commerce. These 10 agencies are showing what it takes to win in 2025 and beyond. earned media the most important currency of visibility and soon, for commerce

This story contains new, firsthand information uncovered by the writer.

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