How to land product reviews in top-tier media for AI visibility

Large language models (LLMs) have completely reshaped how people search for information online. For a long time, brands were trying to improve their ranking on traditional search engine results pages (SERPs), but now, users are increasingly bypassing search engines and turning to AI assistants like ChatGPT, Gemini, and Perplexity to ask questions, compare products and get recommendations. And with the introduction of AI Overviews in Google Search, users are now often getting the answers they need without even scrolling down to view the organic search results.

This shift is changing the game for visibility, with many brands now looking for ways to optimise their content for AI-generated responses, and ensuring that their products or services are appearing in the sources that feed LLMs. 

A recent study by Ahrefs found that branded web mentions have the strongest correlation with visibility in Google’s AI Overviews. This highlights the importance of third-party coverage, such as media mentions, product reviews, and round-ups, as key signals to help LLMs determine which brands are credible. LLMs don’t make assumptions - they rely on real data. So if your product has strong third-party validation, such as positive reviews or mentions in trusted round-ups, it provides the kind of credible evidence AI models look for. 

While reviews and mentions in round-ups can happen organically, there are also ways you can put your brand in front of the right people. Reaching out to journalists, editors, and bloggers who regularly write about your industry can significantly increase your chances of being included. 

In this post, we’ll break down why LLM visibility is important, how product reviews and round-ups can boost your brand’s chances of showing up in AI-generated results, and the steps you can take to successfully pitch your product to the right media outlets.

What’s in this article:

• Why does AI visibility matter?
• Why are product reviews and round-ups important for appearing in AI-generated search?
• How can you secure product round-ups and reviews in top-tier publications?
• Key takeaways

Why does AI visibility matter?

The rise of LLMs such as ChatGPT, Gemini, and Perplexity has changed the way people discover and consume content online. Instead of scrolling through pages of traditional search results, more users are turning to AI-powered tools that generate concise answers instantly - whether that’s to get quick answers to their questions, compare products or request recommendations. In fact, research shows that 69% of people in the UK use AI for work, study, or personal reasons. With such widespread use, if your products or services don’t appear in these AI-generated results, you risk being invisible to a large and growing audience. 

Search engines themselves are evolving and adopting AI tools as well. Google’s AI Overview feature now places AI-generated summaries right at the top of most search results, pulling together information from various online sources to answer queries. This means that even the users who are still using traditional search engines may not scroll past the AI-generated section. So, making sure your brand appears in the sources these models trust is no longer optional, but it’s essential.

Why are product reviews and round-ups important for appearing in AI-generated search?

Product reviews and mentions in round-ups have always played a part in consumers’ purchasing decisions, but they’re now more important than ever, as brand mentions on high authority third-party sites and publications serve as key signals for LLMs according to Ahrefs. The more your brand is mentioned in reputable publications, the more likely AI models are to recognise and reference it in relevant contexts. 

LLMs also need evidence that your brand is worth recommending. Reviews serve as proof that your product is a trustworthy option, as they often contain real-world experiences and detailed descriptions that AI models can analyse. When multiple sources consistently praise a product’s features and quality, it creates a pattern of validation which helps AI models distinguish genuine and high-quality products. Therefore, your brand is more likely to be mentioned in AI-generated responses. 

Being mentioned in round-ups is equally valuable, as they often compile and compare several products within a category, curated by industry experts or respected publications. Being included in these lists doesn’t just expose your product to a wider audience, but it also signals to AI that your brand is considered a top choice among peers. 

How can you secure product round-ups and reviews in top-tier publications?

Reviews and mentions in round-up features can come organically, as a by-product of your broader brand awareness strategy, particularly if your brand already has strong media momentum. However, you don’t have to wait for opportunities to come to you. Taking proactive steps can significantly increase your chances of being featured.

One of the most effective ways to boost your chances is by directly reaching out to the journalists, editors and bloggers who regularly cover your industry or product category. Getting on their radar can be a game-changer, as they’re ones writing the ‘Top Picks’ round-up articles, compiling gift guides and trying out new products for in-depth reviews. 

There are many brands trying to get their attention, so how do you make sure your product stands out and gets featured? We’ve got some tips for you! 

Identify relevant contacts

Finding the right publications and contacts is the key step in securing product placements. Identify the publications you want to see your brand featured in and then do some research to find the contacts who regularly write product reviews or put together round-up articles for your category. Media databases like Vuelio and Roxhill can be very helpful at this stage, as journalists may not have their contact details publicly available. 

Personalise your pitch

While one-to-one pitching can be more time-consuming, it’s often more successful than sending out a mass email. Journalists receive countless pitches every day, so a personal touch can go a long way. Mention a recent article they wrote and explain why your product would genuinely add value to an upcoming round-up feature or why it’s worth reviewing. Keep it concise, friendly, and focused on how your product fits their audience, not just how great it is.

Add images

A product pitch should always include an image so the journalists have a clear visual of your product. The image can make or break your pitch, so ensure your photography is high-quality and showcases your product in the best possible light. 

Send samples with care

Once a journalist has expressed interest in receiving a sample, make sure you have all the information you need to send the product over. Confirm the correct delivery address, especially if the product is bulky or heavy, as many journalists may prefer it sent to their home rather than an office. Consider how the product is presented. Package it neatly and consider adding a personalised note thanking the journalist for their interest to leave a lasting impression. 

Follow up on the progress

Always check that the samples have been delivered and try to resolve any issues promptly. Then give the journalist time to try the product, typically a couple of weeks, before following up. When you do check in, ask if they’ve had a chance to test the product and whether they’re planning to include it in any upcoming features. 

Remember that securing product reviews and placements in top-tier publications isn’t an overnight process, it takes some time, patience and relationship-building, but it’s incredibly valuable for your brand awareness and LLM visibility. 

Key takeaways

1. LLMs are changing search behaviour. Consumers are increasingly turning to AI tools to find answers, compare products, and get recommendations, bypassing traditional search engines. If your brand doesn’t appear in AI-generated results, you're missing out on a growing segment of users who rely on these tools for decision-making.

2. Third-party branded mentions are important signals that help LLMs identify which brands to recommend in their responses. Product reviews and round-ups are a great way to secure these mentions, and they also serve as evidence that your product is a trustworthy option. 

3. Fine tune your product pitch. A strong product pitch should be personalised, include high-quality visuals, and be followed by thoughtful sample delivery. 

If you’re interested in securing product reviews or mentions in round-up features in top-tier publications to boost your LLM visibility, get in touch to discuss how we can support you. 

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