Walker Sands introduces the AI Domain Impact Index-a cutting-edge tool designed to help B2B organizations optimize their PR strategies for today’s AI-driven buyer journeys. This new index enables smarter earned media initiatives that enhance brand visibility in an evolving digital landscape dominated by Generative AI platforms.
With Google’s search influence waning and AI-powered platforms generating increasing volumes of traffic, the channels for reaching B2B audiences are undergoing rapid transformation. This shift calls for a fresh perspective on PR measurement and prioritization of media targets.
Because Generative AI systems heavily rely on trusted third-party content, securing strategic media placements is crucial for shaping brand recognition and credibility within AI-assisted decision-making frameworks. The AI Domain Impact Index provides actionable insights on how earned media placements impact AI search results, helping brands understand their presence in AI-influenced discovery and engagement.
“AI is rapidly changing how people discover and engage with information, and marketers can’t afford to rely on outdated assumptions about which media platforms are most influential,” said Annie Gudorf, EVP at Walker Sands. “The AI Domain Impact Index gives brands critical insights on how to stay visible and credible by identifying the digital domains that matter most in today’s landscape.”
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Setting a New Benchmark for PR Effectiveness in the AI Age
The AI Domain Impact Index assigns each web domain a score from 0 to 100 based on five weighted factors: organic search performance, inclusion in AI results, on-page relevance, real-time retrieval, and citation presence. Moving beyond traditional vanity metrics, the Impact Index directly links PR outcomes to measurable visibility within AI-driven search, offering marketers a clear, ROI-focused understanding of their earned media impact over time.
Scores are dynamic and evolve continuously as GenAI models refine their source prioritization to enhance large language model (LLM) outputs. This ongoing recalibration highlights the necessity of adaptive, data-driven media strategies and establishes the Impact Index as an essential tool to stay ahead of AI model shifts.
“We’ve seen shifts in domain ranking in GenAI responses compared to just a few months ago, as well as media publications actively optimizing their content for better discoverability,” said John Fairley, SVP Marketing Operations + SEO. “The Impact Index gives us critical, real-time insight into these changes, allowing us to partner with our clients to maximize discoverability potential through earned media.”