Why construction brands need PR in the age of AI search

The construction industry is now embracing digital tools and processes more than it ever has. This includes the use of AI. The rise of generative AI services, such as ChatGPT, and AI overviews on conventional search engines, has fundamentally changed how construction industry professionals access information on everything from products to best practice.

How common is it for construction specifiers to use AI search in their purchasing journey?

AI search is becoming increasingly popular among specifiers as a way to simplify and expedite complex research tasks. The NBS Digital Construction Report 2025, found that 43% of construction professionals use AI and that of this group, 71% use it to assist with searching for technical information.

This means that for construction industry brands, it is no longer enough to rank highly in search engine results; they need to achieve AI visibility as well. Traditional PR can be very effective in boosting brand, product or service mentions in AI searches due to the way AI finds and presents answers to users’ questions.

How does AI search differ from conventional search?

In a traditional search process, an architect might type a search term such as “sustainable roofing systems for commercial buildings” into Google. They are then presented with a results page of ranked links. The architect then goes through multiple sources to make a shortlist of products by comparing specifications and evaluating credibility.

In an AI search, the architect might ask “which reputable UK companies provide sustainable roofing systems suitable for commercial projects, and what are the key certifications and performance ratings?” The AI service will summarise a few of the options drawn from the information available to it. The architect can then use this list of options as a shortlist. Therefore, suppliers not mentioned in the response may already be left out.

Because AI now influences early-stage specification, brands mentioned in credible editorial sources are far more likely to be included in these initial shortlists.

What does the rise of AI search mean for construction businesses?

If embraced, AI search offers a huge opportunity for competitive advantage. Being one of the suppliers listed in the AI response makes it much more likely that you will receive enquiries and ultimately specifications.

Additionally, when the professional clicks through from the AI search, they have already read something about the product or business and are therefore further along in the decision-making process.

How construction brands can increase AI search visibility

Building AI discoverability does not require an overhaul of the business strategy; a focus on good old PR and media relations can help improve brand mentions in AI.

This is because AI models use information from trusted and authoritative sources, such as industry publications, to build their knowledge and formulate answers to queries. When a brand is mentioned frequently in these sources, the AI considers it more relevant when it generates results or recommendations.

Studies have shown that as much as 61% of an AI engine’s evaluation of company reputation comes from editorial sources! And both print and digital placements have a role in AI visibility.

Additionally, when asked about the key factors to consider in a product category, the AI’s response will likely be drawn from PR content from suppliers, due to their expertise on the topic. In effect, a brand’s strengths can become part of a checklist for product specification.

This means that the services of a construction industry PR specialist are invaluable. Ensuring businesses, products, services and brands are well represented in the relevant trade publications is what construction PR agencies have been doing for decades.

Examples of this include our work with Makita and Forbo Flooring where we have been able to achieve excellent levels of coverage across all the relevant publications purely through traditional media relations based on strong industry knowledge.

This traditional approach to spreading a brand’s message has always been important as it increases your chances of being seen by decision makers, but now success with PR and AI are linked.

Partner with CIB for expert construction PR

Working with a construction industry PR specialist with the aim of achieving consistent coverage across all the major publications will help brands ensure they are ready for the next phase of digitalisation.

Futureproof your digital visibility with construction PR support from CIB.