Observed Signal · Jun 24, 2026 · Research Report Release · Source: The Drum · Impact: 3/5 · Sentiment: Positive
Edelman: AI Gives Earned Communications a Moment
Richard Edelman, CEO of the communications firm Edelman, argues that large language models (LLMs) are changing how people discover information and that earned media (trusted journalism, creator recommendations, expert opinion and customer advocacy) will gain value as AI-driven discovery replaces traditional search. Speaking at Cannes Lions, he presented findings from Edelman’s Trust Barometer Special Report, Brand Growth in an Insular World, which finds two-thirds of respondents across 15 countries self-identify as ‘insular’ and that unpaid voices (friends, experts, people like me) exert greater influence on trust than brand messaging. Edelman says his firm will push a strategy called the Earned Growth Engine — combining social listening, synthetic audiences, AI-assisted creative, creator networks and trust data — and aims to shift budget toward earned communications, currently 5–10% of budgets, to at least double that share.
The article frames AI/LLM-driven discovery as shifting value toward earned media and PR, which could change budget allocations, required CMO skills and the role of agencies — a meaningful strategic shift for marketing and communications but not a platform-level technical change.
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Key Takeaways & Evidence Grounding
- Richard Edelman, CEO of Edelman, says large language models are changing the economics of influence and discovery.
- Edelman published a Trust Barometer Special Report, Brand Growth in an Insular World, finding two-thirds of respondents across 15 countries self-identify as insular.
- Edelman proposes an Earned Growth Engine combining social listening, synthetic audiences, AI-assisted creative development, creator networks and trust data.
- The firm argues earned communications currently account for roughly 5–10% of marketing budgets and should be at least twice that share.
- Edelman says stories from trusted media, experts, creators and genuine customer advocacy will feed LLM-based discovery and become more valuable than traditional paid attention-buying alone.
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Related Market Signals & Shifts
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Brand Reputation Wins in AI-Driven Search
A sponsored analysis by Journey Further argues that AI-driven search is collapsing brand discovery, evaluation and conversion into a single step because large language models synthesize third-party opinions (reviews, editorial coverage, community conversations) into answers. Brands that invest in earned media—trusted press, credible citations and community advocacy—are more likely to surface positively in AI-generated results. Journey Further cites internal analyses showing longer, more nuanced queries are rising and that advice pieces attract the majority of high-authority linking coverage. The article highlights technical issues too: many LLMs cannot read dynamically rendered site content, so server-side rendering and LLM-readable product data are important. It recommends shifting budgets toward earned proof, mapping audience influence sources, auditing product data, and building prompt banks.
Cannes: AI Search Crisis Is Really Brand Coherence
At Cannes Lions 2026, industry conversations shifted from creative execution to how brands appear, are trusted, and recommended by LLMs and AI-driven search systems. Speakers and executives argued that large language models synthesize signals from SEO, PR, content and product pages into a single, machine-read ‘truth,’ exposing inconsistencies across functions. Practitioners say the challenge is coordination and organisational change — not just SEO tactics — because LLMs prioritise machine-readable authority, citations and trust signals. Boston Consulting Group data cited at the festival found 96% of 300 CMOs believe AI is transforming marketing, but only about a third have rebuilt workflows or operating models. Panelists urged governance, cross-functional alignment, and new measurement approaches so brands can be both persuasive to people and legible to AI systems.
Myths About AI Visibility in LLMs Debunked
Digiday interviewed agency experts who debunk common misconceptions about brands’ visibility in large language models (LLMs). Experts say AI visibility is largely an evolution of SEO — many traditional SEO principles (backlinks, quality content, site health) still matter — but new priorities (earned media, citations, cross-channel signals) are critical. Agencies are experimenting with structured data, earned media and links between paid social and AI visibility. The piece warns there are no silver-bullet hacks, that LLMs draw from many web sources beyond brand sites, and that measurement should shift from click-through metrics to share-of-voice and context. Contributors include executives from RPA, Go Fish Digital, VML and Markacy. A Brainlabs report cited in the article estimates 30% of shoppers now use AI for product research.
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