PR is no longer about earned attention. It’s about earned findability.
In an era where AI models like ChatGPT, Perplexity, and Gemini are the front door to consumer discovery, the brands that show up aren’t the loudest - they’re the most credible.
At LEOPRD, we’ve spent months analysing what LLMs actually cite when talking about businesses. Off the back of it, we've done some research into how Australia’s leading unicorns and fastest-growing scaleups are (or aren’t) being cited in generative AI platforms and their responses.
The result is the 2025 LEO Insights Report: Reputation to Revenue: Building Trust, Authority and Visibility in an AI Era - a first-of-its-kind analysis of how brand visibility is being reshaped by AI.
Here’s a summary of what we found - and why your company’s future depends on it.
Editorial exposure is the most influential driver of brand visibility across all LLM platforms.
Scaling brands benefit even more than unicorns from editorial exposure in ChatGPT-surprisingly so and massive competitive gains can be made across other platforms too.
Earned media consistently outperforms owned content across platforms.
Unicorn Founders gain visibility from:
Scaling Business Founders gain visibility from:
Scaling founders gain relatively more value from high-impact content when traditional media is less accessible. While Australia's tech unicorns have built their reputations on a foundation of strategic PR and industry accolades, startups and scaleups have a golden opportunity to boost their visibility and authority through earned media placements.