The rise of AI search is set to drive growth for PR agencies Auckland-wide, as artificial intelligence produces the largest change in online discovery since Google became the dominant gateway to the internet. Consumers are moving from short keyword searches towards complex questions answered by AI, altering how reputations are formed. AI-powered platforms such as Google AI Mode, ChatGPT, Gemini, Claude and Perplexity can research subjects, compare competing claims and deliver a single synthesised response, which may name companies, recommend providers, summarise media coverage or repeat criticism. This means prospective customers often develop an impression of a business before visiting its website. AI search is increasing the importance of credible media coverage, expert commentary, original content and online reputation. Google announced in May 2026 that AI Mode had surpassed one billion monthly users, with queries more than doubling each quarter since launch, while overall search queries reached an all-time high. ChatGPT search is broadly available, including to non-signed-in users, and Google has integrated AI-generated answers into its core search experience. Users now ask detailed questions, such as which Auckland PR agency has experience with technology companies, and the platform may compare agencies and recommend a shortlist. This creates a divide between businesses included in AI-generated answers and those effectively invisible. AI systems need external evidence before they can confidently describe or recommend a business.