Blog post
March 24, 2026

Answering your questions from the AI as a stakeholder webinar

AI has become a powerful stakeholder in its own right — from being just another ‘technological advancement’ to an active contributor to modern-day communications, that’s massively changed the media landscape today.

Isentia hosted an essential conversation with Lisa Main (Director, Main Bureau), Dr Nici Sweaney (Founder and Director, AI Her Way), Prashant Saxena (Isentia’s VP of Revenue and Insights, SEA), and Ngaire Crawford (Isentia’s Director of Insights, ANZ). Together, they explored how AI reshapes the world of communications and corporate affairs all the while figuring out how to manage and strategically engage with it.

In this session, we covered:

  • Understanding AI’s behaviour and influence as a digital stakeholder.
  • Navigating the unique challenges and opportunities AI presents as a new “audience.”
  • The long-term impact of AI and LLMs on the industries central to modern communicators.

Following the webinar, our panellists took the time to answer the most insightful questions from our attendees that we couldn’t get to during the live session. Here are their expert perspectives.

Ethical governance and human-centric adoption: perspectives from Dr Nici Sweaney

As the Founder and Director of AI Her Way, Dr Nici Sweaney advocates for a strategic approach to AI that prioritises human intent over technical capability. The questions directed to her focused on the ethical foundations of AI, how organisations should structure their internal AI strategy, and practical ways to start using agents today.

Q: Could you please shed a little light on what ethical AI in your language means?

Ethical AI, to me, is about two things working together: avoiding harm and actively doing good. It’s not just “don’t break anything” — but genuinely asking, does this create value for the business, for the people using it, and for the broader world? Transparency, equity, and accountability are the pillars. Transparency means being honest with your audience and colleagues about when AI is involved. Equity means asking who this helps and who it leaves behind, as AI scales existing biases. Finally, accountability means humans stay in the loop. AI should inform decisions, not make them. When the “why” is clear — like saving a team time to focus on strategy — you are using AI with integrity.

Q: Should AI adoption be owned by IT or Internal Communications? I see staff intranets being overtaken by AI and this has implications for how employees are communicated with.

My answer is probably not what IT wants to hear. AI is part of your infrastructure, so IT must be involved for security and guardrails. However, the strategy behind adoption is fundamentally a human problem, not a technical one. I advocate for a cross-functional “coalition” that brings IT, HR, communications, and strategy to the same table. If you create a dedicated AI leadership role, that person should sit closer to human-centric functions like HR and communications. The hardest part of adoption isn’t the technology; it’s the people, the culture, and the narrative you build around it internally.

Q: What are the most effective ways to address colleagues’ concerns about using AI agents in the workplace — particularly around trust, accuracy, and job security?

First, acknowledge that the fear is real; it is a biological response to an unprecedented rate of change. Trust is built through honesty. Pretending AI won’t displace roles destroys trust, so be honest about how the landscape is shifting. What actually moves people is showing, not telling. Show them how AI can solve their specific “pain points” — the tedious, joyless tasks that don’t add value. When people see AI as an “empowered choice” that uplifts their work rather than replacing their judgment and strategic thinking, buy-in follows. Build confidence with small wins first.

Q: What are some simple AI agents that you would recommend communications professionals experiment with setting up?

Most professionals don’t need complex autonomous agents yet; they need custom bots and automated workflows. The magic is in understanding your process first. Some practical starting points include:

  • Daily Briefings: A task that pulls from your calendar, email, and news to deliver a summary each morning.
  • Meeting Prep: Automated notes that pull context and past correspondence before a meeting, and transcription tools that turn recordings into action items afterwards.
  • Content Repurposing: A custom bot trained on your “voice” that can turn one talk or newsletter into 15+ social media assets and blog snippets.
Q: Our team members are using AI daily, but I know this is not safe as data is transferred back and forth. Should we create rules and ask people to sign IP protection?

Answer: Your instinct is right. If your team uses free consumer tools, your data may be used to train future models. You should move to enterprise-grade tools like Claude for Teams, Microsoft Copilot, or ChatGPT Enterprise, which offer contractual data protections. You should also build an AI Usage Policy that defines which data is public, internal, or restricted, and map AI rules to those classes. In Australia, we recommend aligning with the EU AI Act — the most comprehensive framework available — to future-proof your organisation.

Synthetic authenticity and the new media ecosystem: Perspectives from Prashant Saxena

Prashant Saxena, Isentia’s VP of Revenue and Insights for SEA, approaches AI through the lens of psychological bonding and media structural shifts. His insights address the changing role of media and the technical ways we must now communicate to satisfy AI as a new audience.

Q: Given that trust in media is dropping and media themselves are using AI more, what is the role or value media can have now?

Media’s value is shifting from being the “trusted narrator” for humans to being the “training signal” for AI. When AI models generate answers, they weight authoritative media sources much more heavily than random web content. Even as human trust erodes, media’s structural influence on AI-generated information is growing. For communicators, “earned media” now serves two audiences simultaneously: the humans who read it and the machines that learn from it. Publications with strong editorial standards become more valuable because AI systems use domain authority and editorial signals as quality proxies.

Q: How does AI rank or prioritise its sources and how do you see this shaping the earned media strategy for brands?

AI models don’t “rank” sources like Google does. They weight information based on source authority, recency, consistency, and structured data quality. If five credible outlets report the same fact, that fact becomes a “high-confidence training signal.” This means volume across credible sources matters more than a single “big hit.” For your strategy, consistency of messaging across all placements is vital because AI looks for corroboration. Factual, entity-rich statements will be picked up more reliably than narrative-heavy feature writing.

Q: With the question of trust — where does the psychology come into it when AI uses a cute nickname or ‘remembers’ your day? Is it harder to remain dispassionate?

This is the core of my PhD research. It is what I call “synthetic authenticity.” AI systems deploy cues like warmth and memory that we evolved to interpret as human. These trigger “parasocial bonding” — the same mechanism that makes you trust a friend’s recommendation. The danger is that cognitive awareness (knowing it’s AI) doesn’t override the emotional feeling. We need a new kind of literacy that teaches people to recognise when their “trust response” is being activated by design rather than by a genuine relationship.

Q: Should we be changing the format of communications to cater for AI as an audience, such as media releases in Q&A format?

Yes. This is a very practical move. AI models extract information more reliably from structured formats. A Q&A format gives the AI clear question-answer pairs that map to how people query systems. You should also focus on “AI-readable claims” — entity-rich, factual statements. Instead of saying “We are committed to sustainability,” say “Our Singapore operations reduced carbon emissions by 34% between 2023 and 2025.” The second version is a verifiable fact an AI can actually use and cite.

Q: PR professionals traditionally monitor media coverage through agencies like Isentia to gauge sentiment. With AI as a stakeholder, how do we monitor ‘its sentiment’?

This is the new frontier. Traditional monitoring tracks what humans publish; AI sentiment monitoring tracks what AI systems say about your brand when asked. Since there is no single “AI sentiment” (ChatGPT, Grok, and Claude all give different answers based on their training), you need to monitor across platforms. We are developing capabilities to systematically query these platforms to see how their narratives change over time and identify which source materials are driving those answers.

Q: Regarding ethics and agendas in AI learning — what are the differences between models like ChatGPT and Grok, and how does this affect our brand narrative?

Every model reflects the values, training data choices, and alignment decisions of its creators. ChatGPT (OpenAI) tends towards cautious, balanced responses with strong content guardrails. Conversely, Grok (xAI) was explicitly designed to be less filtered, sometimes surfacing perspectives that other models suppress. Claude (Anthropic) prioritises honesty and nuance. For communicators, this means your brand’s narrative varies by platform; you must monitor across multiple models because the same question about your brand will receive materially different answers depending on which tool is used.

Q: With many major news organisations blocking AI crawlers, how should we navigate content creation to ensure we still influence AI-generated answers?

Major publishers like the New York Times and Reuters have blocked AI crawlers, creating a gap in training data. When authoritative journalism is unavailable, AI models may fill that gap with lower-quality content or brand-owned content. For communicators, this means your “owned content” — such as your website, blog, and structured data — carries proportionally more weight in AI-generated answers. Your media targeting strategy now needs to account for which outlets are AI-accessible, as they will be disproportionately influential in shaping your narrative.

Analytical interrogation and the search for authority: Perspectives from Ngaire Crawford

Ngaire Crawford, Isentia’s Director of Insights for ANZ, emphasises the role of the analyst. Her approach is characterised by a “rhythm of interrogation,” arguing that the most effective way to use AI is through constant questioning and a focus on high-authority inputs.

Q: Is AI already part of your daily work or habit? If so, how are you using it and what are your best practices?

I was initially very sceptical, but it is now part of my every day. I use models like Claude and Gemini to workshop conference outlines, plan education programmes, update code, and structure strategic thinking. My best practice advice is to develop a “rhythm of interrogation.” Don’t just accept the first answer; ask for evidence and challenge the output. While AI saves time on technical tasks like coding, for strategic work it simply shifts the “mental load.” You spend the same amount of time, but the depth and quality are significantly improved because you aren’t starting from a blank page.

Q. PR professionals traditionally monitor media coverage through agencies like Isentia to guage what stakeholders think about a brand. How do we monitor ‘AI sentiment’ and the information that feeds these models?

It’s important to know that models are optimised to give the most useful answer, not necessarily the most accurate one. They are pattern-completing, not fact-checking. Because model responses are not fixed and change based on the conversation, I suggest focusing on the “controllable inputs” that feed them. This includes your own website, company material, Wikipedia data, and review sites (including employee reviews). Ensuring these bases are telling the intended story is the absolute best starting point for managing AI “sentiment.”

Q: How does AI prioritise its sources and how does this shape earned media strategy?

There is no “PageRank” to reverse-engineer here. Models are shaped by what was prominent and widely cited in their training data. Practically, this means a shift from volume to authority. A hundred pieces of low-quality coverage do less work than ten pieces in genuinely credible outlets (major mastheads, industry publications, or your own well-structured site). The question for the modern communicator isn’t “did we get coverage?”, it’s “does the coverage that exists, taken as a whole, tell a coherent and credible story?” AI reads the whole picture, not just the highlights reel.

Q: Now that OpenAI is opening up advertising, how much will it cost for a sentiment boost?

Honestly? We don’t know yet. The commercial layer of AI is being figured out in real time. The moment someone wonders if they are getting the “best” answer or a “sponsored” one, trust erodes. However, we still click Google ads, so it will likely happen. What’s important is that organisations that “earned” their reputation through authoritative presence before the ad market caught up will be in a much stronger position than those trying to buy a shortcut later.

The path forward for the modern communicator

The insights from our panellists make one thing clear: AI is no longer a tool of the future; it is a stakeholder of the present. To lead with credibility in this new era, communicators must pivot from chasing volume to building authority. Whether it is through adopting a rigorous ethical framework, optimising content for AI readability, or maintaining a “rhythm of interrogation” with the tools we use, the goal remains the same: ensuring our brand narratives are coherent, credible, and human-led.

The tools have finally caught up to the ambitions of our industry. Now, it is up to us to provide the architect’s blueprint for how they are used.


Interested in viewing the whole recording? Watch our webinar here.

Alternatively, contact our team to learn more insights into meaningful measurement, KPIs and communicating using the right dataset.

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Isentia’s analysis of stakeholder reactions to the NSW Budget across 11 key sectors.

The 60-second summary

In his fourth budget, handed down on Tuesday, Treasurer Daniel Mookhey prioritised cost-of-living assistance for New South Wales residents.

In response to rising fuel prices and three interest rate increases, the government announced a $100 discount on car registration, a reduced toll cap, and frozen Opal fares. The budget also includes a record $10.3 billion commitment to health and a significant increase in funding for domestic violence services.

In reaction to the announcements, stakeholders responded with caution rather than celebration. Economic growth forecasts have been revised down to 1%. The budget has returned to deficit, and property tax revenue is declining. 

Industry groups broadly described the budget as careful and responsible, while advocates for renters, farmers, the homeless and people with disabilities criticised the limited support. Groups representing the almost 3 million people who live in regional New South Wales - almost one-third of the state’s population - felt the budget fell short for the regions.

And with a state election approaching in early 2027, many stakeholders indicated they will continue to advocate for additional measures from the Minns government.

The numbers at a glance

Key figures highlighted by stakeholders:

$10.3 billion Health funding increase (4 yrs)$561.4 million Transport Affordability Package
$100 Off private car registration$50 Weekly toll cap (down from $60)
$184.1 million Domestic & family violence boost$9.2 billion New & upgraded schools
$6.5 billion Electric buses (10 yrs)$116.7 billion Total infrastructure pipeline
$2.3 billion 2026-27 deficit1.0% Growth forecast (down from 2.5%)

Sector scorecards

Cost of living relief [Mixed]

The budget’s headline announcement is a 12-month, $561.4 million Transport Affordability Package, offering $100 off private car registration, a reduced weekly toll cap from $60 to $50, Opal fares frozen at 2025 prices, and the removal of toll administration fees. 

Additionally, $557.1 million was committed to the Home Energy Saver scheme, continuing the interest-free loans for households to install energy-saving upgrades. 

The New South Wales public sector is the largest employer in Australia, so a $1,000 bonus for 120,000 government workers was well received by the Public Service Association and for  public servants living in Sydney. The bonus comes off the back of the announcement that Sydney’s CPI had exceeded 4 per cent since this time last year. 

Australia’s peak industry association, the Australian Industry Group, described the cost-of-living measures as a sensible response, acknowledging current economic challenges, noting that the relief is intended to be temporary.

"Today's NSW Budget treads carefully, given the challenging economic times ahead for the State's economy."

— Helen Waldron, NSW State Head, Australian Industry Group

Leading community services organisation Social Futures welcomed the support but cautioned that it is limited, noting that lower public transport fares and tolls primarily benefit urban areas, and that low-income households remain at risk. 

And the Insurance Council of Australia expressed concern that the Emergency Services Levy continues to rise, with NSW households and businesses carrying the load, set to pay $1.5 billion this year. 

Health and mental health [Mixed]

The NSW health sector received the largest commitments in this year’s budget, with a $10.3 billion increase over four years. This increase includes 9,000 additional health workers, and an $11.9 billion building program for 32 hospitals and 2,500 extra beds. 

The industry group representing NSW general practitioners welcomed support for patient transitions out of hospital, funding for rural travel, and the Thriving Kids and ADHD initiatives.

"GPs can help to cure a healthcare system struggling under the burdens of an ageing population, an epidemic of chronic disease, and a growing need for mental health care."

— Dr Rebekah Hoffman, RACGP NSW & ACT Chair

The doctors’ union was more guarded in its response, with the Australian Salaried Medical Officers Federation (ASMOF) welcoming the funding but stating it does not address the core issue of recruiting and retaining staff, as NSW continues to offer the lowest doctor salaries in Australia.

"Doctors, nurses and other health professionals have kept the public health system functioning under enormous pressure, but dedication is not a workforce plan."

— Dr Nicholas Spooner, President, ASMOF NSW

The NSW branch of the Australian Medical Association took the criticism further, with NSW AMA claiming the government’s health funding has gone backwards in real terms, due to health inflation rising at 4.9 per cent. 

"The NSW Government has promised 9,000 additional health workers, including paramedics, nurses and allied health staff, but there is no mention of doctors. That is a serious gap in today’s Budget."

Dr Fred Betros. President, AMA NSW 

Mental health groups expressed concerns about their stakeholders being overlooked in this year’s budget. The Mental Health Coordinating Council welcomed crisis funding, but stated the budget relies too heavily on hospitals to deliver services. 

"Mental health reform cannot rely primarily on hospitals and crisis responses."

— Dr Evelyne Tadros, CEO, Mental Health Coordinating Council

NSW’s Network of Alcohol and Other Drugs Agencies (NADA) also criticised the government for not addressing priorities from the 2024 Drug Summit, leaving over 100,000 people waiting for treatment.

Housing, property and homelessness [Negative]

Housing was the most challenged area in the budget announcement. The government highlighted planning reforms, an expanded Pre-Sale Finance Guarantee, and funding for Modern Methods of Construction. 

Community housing group, Faith Housing and the Planning Institute of Australia viewed these as positive steps. However, the Urban Development Institute raised concern over an $8 billion reduction in property tax revenue.

"The lack of direct investments in supply-side initiatives in this Budget will make it harder for us to turn around the housing crisis."

— Stuart Ayres, CEO, UDIA NSW

The peak body for property developers in Australia, Urban Taskforce described the budget as a missed opportunity to increase housing supply, and the Property Council warned that additional federal tax changes could further reduce the number of new homes. 

Homelessness and tenant advocates were more critical. Homelessness NSW described the housing package as insufficient, and the Tenants' Union noted that the government holds $2.5 billion in renters' bonds, forgoing up to $200 million annually in interest.

"We should not let the pursuit of budget savings punish the state's most vulnerable people by putting off meaningful investment in housing and homelessness."

— Amy Hains, A/CEO, Homelessness NSW

The Retirement Living Council welcomed the removal of foreign surcharge duty on large retirement village projects, describing retirement living as essential infrastructure.

Domestic violence and social services [Positive]

A $184.1 million increase put forward by the government would raise funding by 50% across six frontline domestic and family violence programs, marking the largest core funding boost for the sector in over a decade. 

The Male Family Violence Prevention Association, or “No to Violence”, had advocated for this change, and welcomed the recognition of programs directly addressing men who use violence.

"Men's Behaviour Change Programs play a vital role in stopping violence at the source."

— Phillip Ripper, CEO, No to Violence

The NSW Council of Social Service (NCOSS), NSW’s peak social services body, responded to the announcements positively. They welcomed funding for award wage increases for community workers and enhanced patient travel support, while advocating for increased investment in preventative measures.

"This Budget lays the groundwork for deeper investment in people and communities."

— Cara Varian, CEO, NCOSS

Community groups like Uniting NSW.ACT and Social Futures agreed, stating the budget missed an opportunity to invest in early support to prevent families from reaching crisis.

Infrastructure and construction [Mixed]

While the government highlighted a $116.7 billion infrastructure pipeline, industry stakeholders pointed to a downward trend. Infrastructure Partnerships Australia reported a $1.1 billion reduction in infrastructure funding, but characterised this as a deliberate measure, rather than neglect.

"The Budget isn't flash, it doesn't hand out treats like confetti, but it does deliver a sizeable serving of sensible government."

— Adrian Dwyer, CEO, Infrastructure Partnerships Australia

Construction industry groups expressed concern, with the NSW Civil Contractors Federation (CCF NSW) warning that without a consistent pipeline, skilled workers may relocate interstate and become costly to attract back.

"This State Budget reflects an underwhelming level of infrastructure investment relative to the scale of NSW's growth needs."

— Kylie Yates, CEO, CCF NSW

The NSW Master Builders Association and the Housing Industry Association were more optimistic, noting increased housing approvals and welcoming the emphasis on prefabrication and materials supply.

Business and industry [Mixed]

Business groups acknowledged the Treasurer’s fiscal discipline but noted a lack of direct support. 

Business NSW welcomed the $4.1 billion workers’ compensation premium freeze for employers but highlighted the absence of a payroll tax cut and no changes to the Emergency Services Levy.

"The Government is expecting to collect an additional $1 billion in payroll tax – or about $25,000 per eligible business – pushing more of the tax burden onto employers at a time they can least afford it."

— Daniel Hunter, CEO, Business NSW

Unions NSW viewed the budget differently, describing the end of the wage cap and the return of hospitals and prisons to public management as positive outcomes for workers.

"We are seeing the dividend of a government that understands the value of essential workers."

— Mark Morey, Secretary, Unions NSW

Regional NSW and agriculture [Negative]

Perhaps the strongest criticism on budget night came from regional stakeholders across the state. The Country Women’s Association of NSW stated the budget prioritised those living in Sydney, with significant funding for Western Sydney hospitals, schools, and transport, while regional roads, maternity services, and mobile coverage were not addressed.

"Billions for Western Sydney. Crumbs for the bush. The Budget does not lie."

— Tanya Jolly, State President, CWA of NSW

NSW Farmers also criticised the budget, stating it was repeating previous announcements and not in support of the sector’s goal of reaching a $30 billion industry by 2030. Both groups indicated they will make regional NSW a key campaign platform ahead of the 2027election.

"Producers are facing generational challenges and what we've seen today is a recycled response that does nothing to address the issues that matter most."

— Xavier Martin, President, NSW Farmers

Education and early learning [Mixed]

The budget included education commitments of $9.2 billion, including over 260 new and upgraded schools, with a quarter of the funding to be directed to regional areas. 

Education workers unions welcomed the move to make tens of thousands of teaching positions permanent. However, the early learning sector received no immediate funding boost, noted by the Independent Education Union. They cited the absence of promised support for community preschools, although an announcement is expected soon.

"It's time for wages that properly value the work of community preschool staff."

— Carol Matthews, Branch Secretary, IEUA NSW/ACT

Energy, environment and transport [Positive]

The budget outlined $6.5 billion over ten years to build electric buses and depots in NSW, a measure supported by unions for supporting local manufacturing. 

The continuation of funding to households looking to make energy savings was mostly well received, with $557.1 million promised for the Home Energy Saver program.

Further to this, the budget looks to unlock up to $77 billion in private investment through the Electricity Infrastructure Roadmap. Master Builders of NSW emphasised the benefits of the funding, creating regional construction jobs with the rollout of renewable energy projects.

Legal and justice [Negative]

The NSW Police were promised funding across a range of initiatives in a challenging period for law and order in the state. In reaction to the funding announcements, the Police Association of NSW (PANSW) welcomed the $108.8 million investment targeting digital infrastructure and crime-fighting technology. However, the union pushed for more workplace reform and funding for front-line resources. 

To the contrary, the legal sector expressed dismay about being excluded from infrastructure spending. The Law Society of NSW stated the legal profession was overlooked in the budget’s building program, with no funding for key asks such as safe rooms for victims or digital court upgrades. 

"Our members will be disappointed that the court system was allocated a meagre share of the $116.7 billion in state infrastructure investments through to 2030."

— Ronan MacSweeney, President, Law Society of NSW

Community Legal Centres NSW further noted that $3.5 million promised under a national agreement for community legal practice a year ago remains unfunded.

"People cannot pay their rent with promises, and community legal centres cannot deliver services with funding that has never arrived."

— Sarah Marland, Executive Director, Community Legal Centres NSW

Mining and resources [Positive]

The resources sector responded positively, highlighting in statements that mining royalties are projected to reach $3.4 billion next year. The Association of Mining and Exploration Companies (AMEC) welcomed the continuation of the Critical Minerals Royalty Deferral Scheme and progress on land access reform, while emphasising the need for faster project approvals.

"There's no better way to improve productivity than approving projects quicker."

— Warren Pearce, CEO, AMEC

The NSW Minerals Council had a similar sentiment but took the opportunity to criticise the federal government for recent inflation and interest rate hikes and proposed changes to capital gains tax and negative gearing. They pointed to the claim that the NSW budget will now lose at least $8.4 billion in foregone property-related taxation revenues, and that mining royalties will need to help cover that gap. 

The winners and losers

Stakeholders point to the positives and negatives out of this year’s Budget. 

What this means for communicators

This budget is defensive in nature, presented as a relief budget to the people of New South Wales. With growth slowing, inflation continuing to rise, and an election approaching in March 2027, the government is prioritising measures that directly impact voters, such as everyday costs for fuel, tolls, fares, and power bills, over large new projects.

 Cost-of-living measures, health funding, and domestic violence spending are expected to be central to the government’s messaging in the coming days and weeks. 

A clear pattern in stakeholder reactions is the divide between metropolitan and regional interests. Regional groups, including the CWA, NSW Farmers, and rural health and legal groups have consistently expressed concerns about being overlooked, and have noted Sydney projects receiving significant funding. This regional grievance is likely to become a prominent narrative in the lead-up to the election.

Housing remains another hot issue for the government. Industry representatives warn that housing supply is stagnating and the tax base is shrinking, while homelessness and tenant advocates argue that vulnerable groups are being overlooked. 

With both ends of the spectrum - from developers to welfare organisations - claiming ongoing dissatisfaction, housing will be a persistent challenge for the Minns government. 

The opposition has characterised the budget as evidence that NSW is regressing, suggesting that housing, regional services, and business costs will shape the election debate as we head into 2027. A clear understanding of audience groups and what drives them will be key to success for any government in such uncertain times. 


For real-time monitoring of the budget reactions and the journey to the 2027 state election, register here and we'll reach out to you.

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Blog
NSW Budget 2026: Cost of living relief ahead, but regions, renters, and businesses remain unconvinced

NSW Budget 2026: a sector breakdown of who gained and who didn’t, with stakeholder reactions across housing, health, business and more.

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There is a new frontier where public perception is shaped: Large Language Models. Right now, LLMs are answering critical questions about your organisation. What are they saying? And more importantly, which sources are shaping those answers?

To navigate this landscape, public relations professionals don't need generic tools, but rather technology that speaks their language, and addresses the realities of a changed media and informational landscape.

That is why we're unveiling Lumina AI View, the latest addition to our intelligent suite of AI tools from Isentia. Trained specifically on the workflows and challenges of modern PR & communications, Lumina AI View helps you understand exactly what AI knows about you, and how it learned it.

A new standard for AI visibility

AI View tracks your citation strength and source quality alongside those of your competitors, giving you a clear view of where you hold authority and where you have gaps.

Lumina AI View maps your AI reputation from the ground up, allowing you to:

  • See which sources matter: When tools such as ChatGPT or Gemini discuss your organisation, which outlets do they cite? Track your source footprint over time and view the impact of key target media on how you’re discussed. We measure your citation strength and source quality alongside those of competitors, giving you a clear view of where you have authority and where you have gaps.
  • Gain industry-specific insight: Your competitors get cited from Financial Times and Bloomberg. You get cited on Reddit. Each brings opportunity – and risk. Discover how you measure up against industry standards, and target the sources that actually influence how AI represents you.
  • Catch narrative shifts early: AI responses change when new sources appear, sentiment shifts, or old controversies resurface. Get alerts when citation patterns change suddenly, before they impact the way you’re perceived by stakeholders.

Measure your progress: From media monitoring to full media intelligence

Lumina AI View is built on the principle that insights get stronger with repeated measurement. To help you maintain a clear view of your reputation, our proprietary scoring system provides regular updates that show you:

  • Evolving trends in how sources cite your organisation
  • Competitive standing and benchmark metrics
  • Where models differ in information presented, and sources cited 

Whether you run it weekly, on-demand, or whenever you need a check-in, patterns will emerge, trends will become clear, and you will build a baseline that makes any sudden narrative changes both comprehensible and the prerequisite to action.

Lumina AI View is part of Lumina AI, a comprehensive suite of AI tools built specifically for communicators. Our Lumina suite evolves traditional media monitoring into narrative intelligence, enabling you to truly understand how perceptions form, evolve, and impact your reputation.


Get in touch to register your interest and see what Lumina AI View can do for you.

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Blog
Introducing Lumina AI View: AI Visibility Built for PR & Comms

Lumina AI View, the latest in Isentia’s AI suite, is trained on PR & comms workflows to help you understand what AI knows about you — and how it learned it.

Ready to get started?

Get in touch or request a demo.