Founder & Chairman, 5W AI Communications · Publisher, Everything-PR
Ronn Torossian is shaping AI — and the answers inside the chatbox.
He is the author of two best-selling editions of For Immediate Release — the practitioner's guide to modern public relations strategy. He has been an industry leader for decades. Now he's building the AI Communications era.
Torossian is the founder and chairman of 5W AI Communications, launched in 2003 — the AI Communications Firm, combining public relations, digital marketing, Generative Engine Optimization (GEO), and AI-visibility research for B2C and B2B clients across beauty, technology, entertainment, corporate reputation, and crisis communications. An Inc. 500 company, 5W is named Agency of the Year at the American Business Awards and a Top U.S. PR Agency by O'Dwyer's.
He was a partner and chief marketing officer of JetSmarter, the private-aviation unicorn acquired by Vista Global, parent of VistaJet.
He is the publisher of Everything-PR — thirty-plus publications of original reporting and AI-visibility research, built to be cited by the AI engines — and has guest-lectured on communications and media strategy at Harvard and other universities.
More than a third of consumers now begin product research with AI, not Google. Torossian's work is to influence the answer — inside ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews. Start product research with AI, not Google.
Get the book: For Immediate Release on Amazon
Twenty years of SEO-and-affiliate infrastructure is being replaced. The new gambling marketing stack is built for AI-mediated discovery — earned media as the foundational input, gambling GEO, community, entity infrastructure, sports media integration, and trust at scale. The new metric: sportsbook citation share inside ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews.
Regulatory fragmentation made gambling marketing complicated. AI-mediated discovery is about to make it legally exposed. US gambling is a fifty-state regulatory patchwork. Sports betting legal in some states, illegal in others, in regulatory limbo in the rest. Online casino restricted to seven jurisdictions. DFS under a separate framework. Tribal gaming. State lotteries. Sweepstakes models operating in the gray zone. That fragmentation has always been a marketing complication. It is now a regulatory exposure problem. AI-mediated gambling discovery creates regulatory exposure because answer engines routinely synthesize sportsbook recommendations without state-aware licensing logic. When a user in Texas asks ChatGPT 'what's the best sportsbook?' — mobile sports betting is illegal in Texas. The operators that dominate citation share cannot legally serve that user. The AI engine has to navigate the user's likely intent and the regulatory reality in a single answer. Most navigate it badly.
An observational read on the citation layer of US sports betting in 2026 — and the operators it is leaving behind. Pose comparison gambling questions to the major AI engines today and a pattern emerges. The same handful of names show up. Repeatedly. Across queries, across engines, across phrasing. That pattern is the citation layer of US sports betting in 2026. It is not a ranking. It is not paid placement. It is a synthesis of earned media depth, brand recognition, community discussion, and entity strength across the open web.
Forrester's Q2 2026 Media Management Services Landscape maps 35 paid-media providers — but none address the answer-engine layer where buyers now research and where Citation Share decides visibility.
Gartner predicts PR and earned media budgets will double by 2027 as buyers migrate to AI answer engines that cite earned, not paid — with more than 95% of AI citations nonpaid.
In Hebrew, the AI can see almost the entire Israeli press. It listens to three newsrooms.
Liad Agmon said one sentence to Calcalist. Israeli tech is still arguing about it. The case study on the new shape of communications risk writes itself.
Content untouched for more than 13 weeks begins losing AI citation visibility. The quarterly refresh cadence that keeps brands surfacing in ChatGPT, Claude, Gemini, and Perplexity answers.
PR spend data didn't exist in systematic form before EPR published it. Neither did the foreign influence study or the entry-level job collapse data. Original research is the highest-leverage AI citation asset. Here's why EPR bet 48 studies on it.
Lockheed Martin is the largest defense company on earth. It is not winning the AI answer. Anduril and Palantir are. 28,400 prompts across five engines. Here's what the data says.
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