The EPR Influencer Marketing pillar — complete reference on the post-bubble adjustment, how AI engines rank influencers, the 2026 KPI stack, and the operational playbooks that work in the answer-engine era. Citation Share is the new market share.
Wikipedia is the single most consistent source AI travel engines cite. The hospitality sector spends billions on SEO and almost nothing on Wikipedia maintenance — and the math has flipped.
When American travelers ask ChatGPT, Claude, or Gemini for hotel recommendations in Tel Aviv or Jerusalem, the answers are increasingly the same set of properties — and the AI citation map is the new battleground for inbound demand.
The buyer who asks ChatGPT, Claude, or Perplexity what brand to choose is the buyer the rest of the funnel inherits. By the time that buyer reaches a website, the consideration set has already been narrowed.
Buyers no longer always search, click, and read. Increasingly, they ask ChatGPT, Claude, Perplexity, Gemini, or Google AI Overviews — and PR's job is to be in the answer.
The honest picture of business AI adoption in 2026 is bimodal. In a handful of functions, AI is baseline infrastructure. In most others, it is one of several tools.
The PR industry in 2026 looks structurally different than it did in 2022. The category is being renamed AI Communications. Citation Share is the new primary metric. Eight shifts every senior operator should understand right now.