.webp)
Gartner forecasts a seismic shift in communications strategy as public large language models (LLMs) fundamentally reshape how audiences discover information and how employees engage with internal updates. As these AI models become the primary gateway for search, Gartner predicts a significant surge in PR and earned media budgets. Simultaneously, chatbots are set to become the dominant force in internal communications, moving beyond simple tools to lead corporate engagement over the next few years.
Earned media
In its latest roadmap for communications leaders, Gartner predicts that by 2027, the 'mass adoption of public LLMs as a replacement for traditional search will drive a 2x increase in PR and earned media budgets'. This aggressive pivot is fuelled by the evolving mechanics of AI-driven search; as answer engines become the new gatekeepers, their selection of sources when generating responses will dictate brand visibility and authority.
Gartner notes that AI search engines significantly 'favour citing earned, shared and organic owned content over paid'. It also points to 'growing demand for Answer Engine Optimisation (AEO)', describing it as work that requires 'communications-specific skills'.
The forecast reflects the rapid growth of consumer chatbots as a discovery channel. Gartner cites 'exponential year-over-year traffic increases between 1H24 and 1H25' for services such as ChatGPT and Perplexity. For communications teams, that suggests visibility depends less on keyword rankings and more on the signals LLMs surface when selecting sources.
Gartner categorises these as 'authority signals', the specific inputs that LLMs prioritise, such as: editorial coverage, expert commentary and trusted third-party validation. By identifying earned media as 'a core input to AI-driven discovery and reputation', Gartner effectively rebrands PR from a peripheral awareness tool into the primary engine for search visibility in the AI era.
The forecast also points to practical changes in planning, skills and measurement. Suggested actions include a 'PR/earned media growth plan tied to AI-search KPIs', mapping narratives to priority outlets and authors, and systematising rapid-response pitching. It also recommends tagging earned coverage by 'source quality and topical authority' and monitoring how those assets surface in LLM summaries.
The approach suggests a more structured model for content operations that sits between PR, corporate publishing and search optimisation. Gartner also uses the term 'GEO (Generative Engine Optimisation)', framing it as a discipline that codifies practices that 'feed high-authority signals'.
Internal comms
A second prediction shifts the focus inside organisations. Gartner expects that by 2028 '75% of employees will rely on chatbots to obtain relevant internal communications, replacing traditional communications channels'. That would significantly change the role of intranets, email and broadcast updates.
In its evidence section, Gartner notes that '75% of employees stated they already use AI tools at work'. It expects chatbots to become the primary source for on-demand, relevant internal communications, and argues they can help address information overload.
The result is a move away from mass internal broadcasts towards 'AI-mediated, contextual delivery'. Gartner says that requires 'content modularity, governance and measurement of "served relevance" at the employee level'. In practice, this means structuring messages as reusable building blocks and maintaining clearer source-of-truth repositories.
Gartner calls for an 'employee comms chatbot layer (policy-friendly, privacy-aware)' that routes tailored messages, FAQs and change updates. It also cites improved comprehension and less noise as expected outcomes.
Its action list includes: 'Architect content for bots: break messages into reusable components with metadata.' It also recommends source-of-truth repositories, approval flows, and tone and style rules for automated responses. Measurement would shift as well, with organisations tracking engagement, resolution rates and sentiment, then expanding chatbot coverage from FAQs into change communications and leadership messages. Gartner also urges communications leaders to prioritise investments in conversational AI that integrates with modern intranets.
Network authority
The predictions have prompted debate among communications practitioners about distribution and influence as audiences increasingly consult AI systems first. One communications leader argued that the shift puts greater weight on communities and partner ecosystems than on corporate channels alone.
'We're about to lose our distribution advantage. When employees go straight to AI for answers, we lose the ability to frame, sequence, and contextualise the messages that matter most,' said Magdalena Gawlak, Head of Global Communications, Aflatoun International.
The post urged communications teams to review how their organisations appear in chatbot responses, invest in forums and user groups, and update metrics to reflect network reach and chatbot resolution rates. It also suggested coalition narratives in which partners and customers carry parts of the story.
Gartner frames the next phase as a response to compounding pressures on communications leaders, citing 'accelerating misinformation and disinformation, a rapid pace of change, and AI-induced transformation of their function and the broader workforce'. Its recommendations point to an operational shift towards stronger content governance, faster editorial workflows and measurement built around AI discovery and conversational resolution.