Public relations has always been about three things: influence, reputation and authority. But in 2025, influence looks different. It’s no longer just about securing the Wall Street Journal or a glossy feature—it’s about whether your brand shows up in AI answers.
Generative search has rewritten the rules of visibility. Today, the most powerful drivers of brand presence is a mix of earned media, like trade publications, coverage by analyst firms and those viewed as “trustworthy” voices, and validation from credible reviews and sites like Reddit now carry more weight than ever. These signals shape not only what people read, but also what machines surface as the authoritative answer.
That’s why agencies leading the next wave of PR are those who don’t just pitch stories, they engineer visibility across both human and machine audiences. They are adopting AI-powered monitoring, building generative search strategies, and ensuring that their clients’ voices are consistently reinforced across the outlets and communities AI engines trust most.
Below is a look at the Top B2B PR Agencies Using Generative AI Tools in 2025, a mix of global giants and nimble boutiques who are setting the standard for influence in the AI age.
1. Zen Media – The AI-Native PR Powerhouse
Zen Media tops this list for one clear reason: it isn’t just using AI, it has rebuilt PR for the AI era. After acquiring eCommerce.com in 2025, Zen declared itself the first AI-native growth agency, integrating Answer Engine Optimization (AEO) into every campaign.
Key innovations include:
- AI Visibility Audits: measuring client presence across ChatGPT, Claude, Perplexity, and Gemini.
- Launching several new stealth mode products over the next few months
- Integrated Generative PR Workflows: connecting earned content with Reddit threads, backlinks, and media citations.
Zen Media is different because it ensures that coverage shows up where it matters: in AI-driven answers.
2. Edelman – Generative Engine Optimization at Scale
As the largest PR firm in the world, Edelman is making bold moves with GEOsight, its Generative Engine Optimization platform. GEOsight helps global brands audit how they appear in AI answers and re-engineer earned and owned content to shape those results.
Edelman’s advantage lies in scale and authority. When you’re managing Microsoft or Unilever, ensuring the brand narrative surfaces in AI outputs is no small feat. Edelman’s combination of data analytics, trust research, and PR muscle makes them a global leader in AI-powered visibility.
3. Weber Shandwick – AI for Crisis and Narrative Control
Weber has invested in Radius, an AI-powered crisis management platform that predicts crisis evolution and generates real-time response strategies. In an era where misinformation spreads at machine speed, Radius gives clients a fighting chance to stay ahead.
Pair that with Weber I/O, a system using AI for campaign planning and narrative intelligence, and you see why Weber Shandwick remains a global heavyweight.
4. FleishmanHillard – Predictive AI for the C-Suite
FH positions itself as a decision-science firm as much as a PR agency. Its advisory unit blends predictive risk modeling and generative AI to give executives real-time insights into how issues will unfold.
For B2B clients navigating compliance, regulation, or geopolitical complexity, FH’s AI-driven analytics dashboards turn PR from a communications function into an executive strategy lever.
5. Gregory FCA – The AI-First Boutique
Gregory FCA has gone all-in on AI, building proprietary tools like:
- CrisisCalm: an AI-driven system generating crisis playbooks instantly.
- Newsprint: AI-powered media monitoring briefs tailored to client industries.
This “AI-first” approach has boosted productivity, improved client retention, and earned Gregory FCA multiple awards. Proof that boutique firms can lead the charge in AI-powered PR.
6. Walker Sands – Generative Search Metrics for B2B
Walker Sands developed the AI Domain Impact Index, a first-of-its-kind tool ranking domains by how often they surface in AI-generated search answers.
For B2B marketers, this is gold: it shows which outlets matter most for AI visibility. Spoiler alert—it’s often niche trade pubs, not mainstream media.
7. Diffusion PR – Creative PR in the Age of AI Search
Known for creative stunts, Diffusion has adapted its approach for a zero-click world. They emphasize securing authoritative coverage in niche publications, knowing that’s what AI models value most.
Their mantra: good PR hasn’t changed, but how it gets measured has.
8. Kite Hill PR – AI Audits for Tech Brands
Kite Hill has launched AI Visibility Audits for its tech clients, showing them exactly what ChatGPT and other models “know” about their brand. This has made them a go-to for startups wanting to fix AI perception gaps.
9. SourceCode Communications – Dedicated AI PR Practice
SourceCode recently launched a formal AI PR practice, blending messaging, media relations, and thought leadership with AI analysis. They specialize in helping AI innovators tell credible stories and cutting through hype-driven coverage.
10. Real Chemistry – Healthcare PR Reinvented with AI
In healthcare, accuracy matters. Real Chemistry’s HealthGEO tool monitors how AI search engines portray pharma and life sciences brands, flagging misrepresentation and suggesting fixes.
For regulated industries, this level of precision is invaluable.
If your brand isn’t using AI today, you’re already behind. Generative AI has made earned media the most important currency of visibility and soon, for commerce. These 10 agencies are showing what it takes to win in 2025 and beyond.
