AI is changing how brands are found—and judged, says PR strategist

Artificial intelligence is beginning to reshape not only how companies create and distribute content, but also how brands are discovered, understood and evaluated online, according to Domantay Consulting Managing Director Jason Domantay.

Domantay will discuss the implications of this shift during his presentation, “Beyond Credibility: PR in the Age of AI,” at The World of Consumer Electronics Expo 2026, or WOCEE, to be held from August 5 to 8 at the SMX Convention Center Manila. 

Organized by Worldbex Services International, WOCEE brings together technology companies, industry practitioners, investors, government representatives and consumers for exhibitions and discussions on emerging developments in consumer technology.

Domantay said the growing use of AI-powered search, recommendation engines and content platforms is changing the environment in which brands build visibility and reputation.

“Brands are no longer communicating only with people through traditional media, websites and social platforms. Their information is also being processed, summarized and presented by AI systems,” Domantay said.

“This makes credible, original and well-structured communication even more important. What a company publishes—and what the wider online environment says about it—can influence how that brand is discovered, understood and ultimately trusted.”

**PR beyond publicity **

Domantay said public relations in the AI era must extend beyond generating publicity or maintaining a social media presence.

Companies must increasingly manage an interconnected communications ecosystem that includes news coverage, owned content, search visibility, social conversations, digital campaigns and online reputation.

This requires communicators to understand how narratives travel across platforms and how different forms of content reinforce—or contradict—one another.

“AI adds another layer to reputation management, but the fundamentals have not changed,” Domantay said. “Brands still need clarity, credibility and a consistent body of information that people can verify. Technology can amplify communication, but it cannot compensate for weak strategy or an unclear brand storytelling.”

He added that while AI can help organizations analyze information, identify patterns and improve the speed of content development, human judgment remains essential in determining context, tone and meaning.

“We are at a point where original thinking and AI-assisted execution must work together,” Domantay said. “The opportunity is not simply to produce more content. It is to communicate with greater precision, relevance and accountability.”

**An integrated communications practice **

Domantay Consulting works with businesses, institutions and organizations on public relations, social media, digital marketing, multimedia content and online reputation management.

The firm said its integrated practice allows clients to navigate an environment in which media coverage, search results, social conversations and digital content increasingly influence one another.

“Communications can no longer be managed in isolated channels,” Domantay said. “A media story may affect search visibility. A social conversation may shape public perception. A company’s own content may later become a source used by an AI platform. These areas now have to be approached as parts of one reputation environment.”

Domantay Consulting will also participate in the WOCEE Startup Pavilion, where visitors may learn more about the firm’s work in public relations, digital strategy, social media and multimedia production.

The firm’s participation reflects WOCEE’s broader focus on how emerging technologies are being applied across industries and business functions—not only in product development, but also in marketing, customer engagement and corporate communications.

**Technology still needs a story **

Domantay said technology companies in particular face the challenge of explaining increasingly complex products and services to wider audiences.

“Even the most advanced technology needs a clear and compelling story,” he said. “People need to understand what it does, why it matters and how it improves their lives or businesses. That is where strategic communication becomes indispensable.”

WOCEE 2026 will feature technology exhibits, industry talks, product demonstrations and networking activities centered on developments in consumer electronics and digital innovation.

Members of the public may register through the official WOCEE website at wocee.ph.

ADVT.

This article is brought to you by WOCEE.