Why Press Still Matters in the Age of ChatGPT: A Product Search Show-and-Tell
Want ChatGPT to recommend your products? A key first step is getting into best-of media lists at top publications.
In a world where tools like ChatGPT are helping people shop, plan, and discover brands, is PR still important?
And more specifically, does press coverage still impact how people find your brand?
Spoiler alert: yes PR still matters—and today, we're going to show you how.
Watch us test three searches in the video below and see how to get ChatGPT to recommend your products. Or scroll through this post to see the results in screenshots!
In the video above, and in the sections below, we walked through three live product searches inside ChatGPT:
comfortable sofas,
eco-friendly cleaning brands
handmade jewelry under $200.
For each AI search, we compared what ChatGPT returned to a regular Google search, and asked:
Where is this information coming from? What sources does ChatGPT trust?
The results may surprise you!
1ST CHATGPT + GOOGLE SEARCH TEST
Comfortable Sofas
How to get ChatGPT to recommend your products: Scenario 1
I just moved into a new place and need a new sofa. Instead of heading to Google, I asked ChatGPT: “What are the most comfortable sofas?”
ChatGPT product recommendation results
Within seconds, ChatGPT returned a neat list of options with bullet points describing each brand’s comfort level, style, and features. Then it asked: Want to filter by budget, space, or style? (A+ UX moment.)
Naturally, I followed up with: How did you compile this list?
Here’s what ChatGPT said:
It pulls from expert reviews in trusted publications like Wirecutter, Architectural Digest, House Beautiful, and Good Housekeeping.
It factors in consumer reviews, home industry awards, and product value props like customization or ergonomic features.
So what does this mean for brands? If you want your sofa to show up in AI search results, being covered by top editorial sources is essential.
Google product recommendation results
When I Googled the same query, the results backed this up: the entire first page was made up of "best of" lists from major outlets like NYT, Forbes, ELLE Decor, The Spruce, and Better Homes & Gardens. Not a single brand page in sight.
Key takeaway: Press coverage builds editorial credibility—and both ChatGPT and Google prioritize that when surfacing product recommendations.
2ND CHATGPT + GOOGLE SEARCH TEST
Eco-Friendly Cleaning Brands
How to get ChatGPT to recommend your products: Scenario 2
I want to make more sustainable choices and switch to eco-friendly cleaning products. I asked ChatGPT: What are the best eco-friendly cleaning brands?
ChatGPT product recommendation results
This time, the format was a little different. The list included:
Brand name
What sets it apart
Certifications (like cruelty-free or biodegradable)
Types of products offered
Again, I asked: How did you compile this list?
ChatGPT’s answer:
It looks for independent certifications (B Corp, EPA Safer Choice, etc.)
Reviews sustainability practices based on brand websites
Weighs consumer and expert reviews
Who are the expert reviewers? According to ChatGPT: Wirecutter, Good Housekeeping, and EW, plus user ratings and eco-conscious communities.
Google product recommendation results
Google showed the same trend. Results included Wired, The Good Trade, National Geographic, The Independent, and other editorial reviews. Once again, press outweighed actual brand sites.
Key takeaway: If your brand wants to show up in sustainable product roundups—in AI or on Google—you need to be reviewed by trusted media outlets.
3RD CHATGPT + GOOGLE SEARCH TEST
Handmade Jewelry Under $200
How to get ChatGPT to recommend your products: Scenario 3
I’m looking for a birthday gift for my sister who loves handmade jewelry, but I’m on a budget. I asked ChatGPT: What are the best handmade jewelry brands under $200?
ChatGPT product recommendation results
This list was formatted by style: Minimalist, Boho, Ethical & Small Batch, and Statement Pieces. Each came with clickable brand links. Pretty handy!
Once more, I asked: Where did this come from?
ChatGPT explained that it drew from:
E-commerce platforms
Brand websites
Fashion publications
Editorial credibility from places like Vogue, Refinery29, The Cut, and Who What Wear
Google product recommendation results
Over on Google? Same deal: Glamour, Vogue, Real Simple, and The Guardian dominated the first page before any actual brand websites showed up.
Key takeaway: If you're a jewelry brand targeting conscious shoppers under a certain price point, getting featured in roundups matters more than ever. That's where both AI and Google are pulling from.
CONCLUSION
So, Does PR still matter?
We’ve been getting this question more and more…
"Does PR still matter if people are using ChatGPT instead of Google?"
After these three live examples, it’s clear: Yes, it does—maybe even more than before.
AI tools like ChatGPT aren’t replacing the need for editorial product coverage; they’re surfacing and relying on it.
Media features are fundamental if you want ChatGPT to recommend your products.
When ChatGPT serves up product lists, it’s using what it learned from trusted, reputable sources. Those sources? They're overwhelmingly the publications and best-of roundups that PR helps secure.
So if your goal is visibility—in traditional search, AI discovery, or both—don’t sleep on press. It’s still one of the most powerful tools to grow your business.
PR NEXT STEPS
How to get ChatGPT to recommend your products using best-of media lists
Media lists like these can drive sales, legitimize your brand, and keep your products in front of new customers year-round. AND, it’s these very lists, published by top consumer publications that ChatGPT uses to recommend products.
Here’s the thing: editors aren’t just writing these articles for fun—they’re carefully crafted to boost revenue for their publications.
Understanding the inner workings of how these stories are made is the key to getting your products included.
To understand exactly how to get your products into these stories…
Join us for our newest PR Masterclass all about how to Increase Traffic with Best Of Media Lists.
