The impact of artificial intelligence on press relations and vice versa.
Let’s be clear: press relations never disappeared. But today they are experiencing a real comeback, today powered by AI, relevance in search engines, and exponential discoverability.
In the world of tech, where the product is king and engineering profiles are worth gold, PR is often relegated to the status of a flashy bonus, which we think of once you raise your Series A. Worse: they are seen as a game of ego: only articles with no real impact.
But the reality is quite different: PR has always been a powerful differentiator – especially in early stages. They build authority. They build credibility. And today, they play an even more central role in how startups are discovered, classified and validated in AI-powered research tools like ChatGPT or Gemini.
PR isn’t just press, it’s presence
It’s time to move beyond the idea that PR is just about “getting in the press.” Good PR today is about building a consistent footprint on the web that gives your business authority, visibility and lasting discoverability.
With the rise of generative AI tools, the information that feeds models like ChatGPT is increasingly drawn from reliable and well-indexed content: solid media presence, well-structured interviews with founders, quotes from experts in recognized media. When Gemini or ChatGPT is asked about the “best European AI startups” or “sustainable mobility solutions in France”, you want your startup to appear. Not because you forced SEO, but because you earned your place in the conversation.
And how do we earn this place? Thanks to an intelligent, targeted and regular PR strategy. No need to be on the front page of the Financial Times: even a modest start in the right media can make a difference.
AI, the new search engine — PR, your ranking engine
When we talk to founders – or even VCs – we often still hear the same thing: “PR is not the priority. We must first focus on the product and execution. »
These priorities are obviously legitimate. But by neglecting the construction of your public authority, you leave a lot of visibility on the table.
AI tools are becoming the new source of discovery. People don’t just Google anymore. They ask questions to ChatGPT or Perplexity to establish shortlists of providers, compare products, map ecosystems. And what comes back is not ads. These are indexed contents, with strong authority, obtained via… well-conducted PR.
Momentum calls to momentum
The sharpest startups have understood this: PR generates momentum, which fuels credibility, which itself accelerates everything else – recruitment, fundraising, business development, and of course, visibility in AI environments.
We saw it with Sorare. From day one, we launched them in multiple markets, with a fundraising announcement seeded into ecosystems where their communities were already growing. This early media footprint positioned them as a global player, well before they scaled up. Later, when SoftBank, Mbappé or Serena Williams made history, everything was already in place to amplify the dynamic on a large scale.
To the attention of the founders
If you are still in the “stealth” phase, no problem. But if your product is live – even if you’re in pre-Series A – don’t underestimate the power of visibility. Don’t wait for the “right time” to invest in PR. That moment is now. The cost of invisibility continues to rise.
Your competitors are indexed. Their stories feed the AI that your future customers question. If you’re not in these datasets, you’re not in the conversation. Period.
In conclusion
In 2025, PR is no longer just about buzz. These are levers of strategic presence. They place your startup in the right media, the right conversations, and the right knowledge graphs. They make your voice a reference element for AI. And they help build trust on a large scale.
If you are still hesitant to invest, I understand: budgets are tight. But in this new era of AI discoverability, PR can really make a difference – especially for startups that want to compete in the big leagues!
