AI search has a new rulebook. PR just became rule #1.

AI answers are becoming the new front door for your buyers, and most brands are still optimizing for the door next to it. Search itself is changing with 68% of searches now end without a single click, and what shows up inside the AI answer, not the ad next to it, is what buyers actually see.

Earned and owned media account for 84% of what AI engines actually cite. Paid media, which still pulls nearly a third of the marketing budget, shows up in just 0.3% of those citations.

Charlie Terenzio's UNBOUND 2026 session breaks down why that gap exists, and hands you the framework, the Earned Visibility Loop, to close it. Get the full deck to share with your team.

84%

of AI citations are earned + owned media

0.3%

of AI citations are paid media

68%

of searches now end without a click

What's in the deck

Why the funnel is being replaced by a "trust flow," and what that means for where your buyers actually go next
The Earned Visibility Loop: an 8-stage framework for turning PR and earned coverage into AI citations, mapped directly against HubSpot's own Loop Marketing model
The 8-point scoring rubric ACCESS runs on its own releases, so you know what actually makes a story worth citing

Charlie Terenzio is SVP of Product at ACCESS Newswire. After 20 years in PR, marketing and communications, he moved into product to replace the static PDF report with insight teams can actually act on — centered on the biggest shift the industry has seen in decades: coverage and brand awareness now show up directly in AI search answers.

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