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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

PR as an industry has been evolving at a rapid rate with the advent of digital technologies and social media. To stay sharp, PR pros benefit when they learn from one another and understand how scope of public relations is changing in the modern era. 

Ready to up your PR game? You’re in luck! We’ve compiled a list of the best PR conferences to attend this year. 

Psst: Looking for the best marketing conferences? Check out our list!

2. Ragan & PR Daily: Social Media Conference

4. International Association of Business Communications (IABC)

Meltwater invites you to attend Meltwater Summit, a special 2-day event in the heart of New York City! 

Meltwater Summit is where creativity and innovation intersect for enriching professional growth and networking experiences. Elevate your expertise, be inspired and empowered as you chart the course for success in the ever-evolving landscape of PR, marketing, and communications. 

Thought leadership sessions: Gain a deeper understanding of emerging trends and future opportunities in inspiring talks led by industry visionaries.

Future-proof your approach: Stay ahead in the fast-moving digital world with talks on AI, adapting to changing consumer behavior, industry-shaping trends, building effective influencer partnerships, and much more.

Strategic insights: Uncover unique strategic insights from PR, marketing, & communications leaders at top brands and agencies, providing a roadmap to level up your martech stack.

Hands-on workshops: Participate in expert-led product workshops and earn onsite certifications in important digital marketing skill sets.

Make meaningful business connections: Engage in impactful networking breakouts and happy hours with seasoned executives and rising stars.

The 2026 Social Media Conference, held by Ragan & PR Daily, will take place at Walt Disney World Resort in Florida. It covers emerging trends in social media, and features a wide variety of high profile speakers in the communications field.

The Public Relations Society of America hosts several events throughout the year. Here’s what’s coming up: 

Counselors to Higher Education Senior Summit | March 9-11, Atlanta GA

This Summit brings together communications, PR, and marketing leaders from college campuses across the U.S. to share insights, research, and best practices. 

Counselors Academy | April 13-15, Carlsbad CA 

The PRSA Counselors Academy connects senior PR counselors with each other in an open forum where they can exchange insights and forge relationships. 

Travel & Tourism | June 7–10, Albuquerque NM

The PRSA Travel & Tourism Conference this year will focus on professional development and the ever evolving media landscape.

The theme of IABC World Conference 2026 focuses on the communicator’s evolving role in a rapidly changing world, how we stay agile, lead responsibly, and drive innovation. 

Put on by PRWeek, this PR conference drills down into the specific area of crisis comms, and how to master the skills required to execute crisis management effectively. 

Every two years (normally) Global Alliance PR puts on the World Public Relations Conference. It is a global event with past conferences being held in locations such as Toronto, Oslo, and Madrid. 

Put on by the Institute for Public Relations, the Bridge Conference is a place where academics and senior-level PR professionals come together to learn from and support each other. It’s also an opportunity for papers in PR scholarship to be peer-reviewed.

The International Journalism Conference is Europe's biggest annual media event, held every year in Perugia, Italy. Most sessions are held in English, or have translation available. The conference is open to journalists of all ages and skill levels.

These are some of the frequently asked questions about PR conferences. Have specific questions about Meltwater Summit? Check out our Summit FAQ here.

1. How do I choose the right PR conference for my role?

To choose the best PR conference for you specific role and needs, look at who the conference is designed for (in-house vs. agency, junior vs. senior), the types of sessions offered, and whether the speakers are practitioners, journalists, thought-leaders, or vendors. The best PR conference will be one that aligns with your day-to-day responsibilities and career goals.

PR conferences can definitely be worth the investment if they offer actionable insights, meaningful networking, and access to industry experts you wouldn’t otherwise meet. Many attendees justify ROI through new skills, strategic ideas, media contacts, or tools they bring back to their teams.

3. What topics are PR conferences focusing on in 2026?

This year’s top PR conferences are emphasizing how AI can be leveraged for communications and PR strategy, measurement and ROI, crisis preparedness, cultivating brand trust, establishing thought leadership, and the evolving relationship between PR and marketing teams.

4. Do PR conferences offer opportunities to meet journalists?

Some PR conferences include journalist panels, media meet-and-greets, or roundtables, while others focus more on peer networking. If journalist access is important to you, check the agenda and attendee mix before registering.

Best PR Conferences to Attend in 2026

Influencer marketing is a powerful marketing channel for businesses, enabling them to reach wider audiences and find new customers. Working with influencers has become an integral part of a brand's marketing strategy, and if this list of influencer marketing statistics is any indication, it shows no signs of slowing down. 

In fact, an Influencer Marketing Hub survey found that a whopping 90% of marketers believe that influencer marketing is effective and 72% of marketers agree that influencer marketing provides higher quality customers.

These influencer marketing stats clearly showcase the value of influencer marketing — and how it can help you increase sales, customer retention, and social media following.

Learn more in our Ultimate Guide to Influencer Marketing.

Influencer Marketing Statistics You Need to Know in 2026

Social Platforms Are Empowering Content Creators

Here are some top influencer marketing statistics to showcase the power they have in social media to influence purchases and other important KPIs for your team:

69% of consumers trust what influencers say and recommend (Shopify)

Today’s consumers are heavily influenced by reviews and recommendations from trusted friends, family members, peers, and influencers.

In fact, 49% of consumers depend on influencer recommendations, according to Digital Marketing Institute. Furthermore, 69% of consumers trust what influencers say and recommend. 

Authenticity, transparency, and the ability to compare different products and opinions are vital for purchasers today, which is why finding trusted influencers to partner with as a brand is hugely important for influencing sales and customer retention.

AI is entering the influencer marketing chat

38% of marketers say they they use AI for influencer marketing on a limited basis, while 22% reportedly use it extensively. (Digital Marketing Institute)

Tip: Learn more about AI influencers and using AI in influencer marketing

Spending on influencer marketing is estimated to reach 13 Billion by 2027

Currently, 25% of brands already spend about 40% of their marketing budget on influencers (Shopify).

51% of marketers say influencer marketing helps them acquire better customers (Digital Marketing Institute) 

When you use influencers to promote your products or services, you’re skipping several steps ahead of the hurdle that is proving the value to a cold customer. In other words, you’re reaching potential customers who are already predisposed to be interested.

Community building is a key goal of influencer partnerships for 46.9% of marketers (Influencer Marketing Hub)

This growing priority speaks to the unique power of finding relevant influencers with the intention of working with them over the long term. Long term partnerships facilitate greater audience trust, and build brand awareness in a holistic way, encouraging customer loyalty and longevity.  

People who who follow influencers are less likely to be turned off by sponsored posts or videos when they know: 1) the influencer enjoys working with a particular brand and 2) that brand supporting the influencer allows them to continue making the content their subscribers and followers enjoy.

Measuring influencer ROI is getting easier, but it is still a challenge for 60% of marketers (Shopify)

The methods for measuring ROI from influencer marketing, as well as the ways influencer success is quantified are growing in sophistication, but demonstrating ROI remains a top challenge.

Tip: Influencer marketing platforms like Meltwater make it easy to pull metrics, and follow campaign performance in real time. Click here for a demo!

Email subscribes is a growing method for tracking ROI 

In 2023, the number of marketers using email sign-ups as a way to measure ROI from influencer marketing nearly doubled, from 16% in 2022 to 31% in 2023. 

Relatability is key to influencer success

One of the reasons influencer marketing is so effective is their ability to be relatable to their audience. In fact 61% of consumers say those with relatable personalities are the most appealing to them. This further enforces that while celebrity voices can be important in the influencer ecosystem, you don't need to shoot for a celebrity endorsement anymore and finding an influencer your audience can actually relate will yield results.

34% of brands say they have difficulty finding influencers (Influencer Marketing Hub)

Part of this comes from the concern over fake influencers (67% of brands are concerned about influencer fraud). With AI-powered tools like Klear from Meltwater, it is getting easier for brands to quickly spot when an influencer is a good or bad fit.

You can also compare the best influencer management platforms on the market.

B2B companies say that Brand awareness is the top goal for 67% of B2B companies using influencer marketing (Sprout Social) 

Other main priorities for B2B influencer programs include: increasing credibility, increasing customer loyalty, and boosting engagement. 

Instagram is the preferred influencer marketing channel by most marketers

57.1% of brands prefer Instagram for influencer marketing, according to Influencer Marketing Hub. That's compared to 51.6% who prefer TikTok.

Instagram Reels are a huge purchase driver

79% of Instagram users (aged 18-24) have made a purchase after viewing a Reel. (Sprout Social)

88% of TikTok's creator base are nano influencers

Brands should think twice about overlooking the power of nano and micro creators. They often have highly dedicated and engaged audiences, and are typically less expensive to work with than larger creators.

1. Micro-influencers inspire up to 60% more engagement than other influencers.

2. Cost is a factor with 44% of marketers saying they prefer micro-influencers because they cost less.

3. Micro Instagram influencers boast an average engagement rate of 3.86%, while mega-influencers see only 1.21%.

Gen Z discover products largely through influencers 

A driving force when it comes to engaging with influencer content, Gen Z are more likely to make purchases based on influencer recommendations, and they express greater trust in influencers than older social media users. (Shopify)

Wondering how much influencer marketing costs? Learn more about influencer pricing. We also asked ourselves What Does ChatGPT Think About the Future of Influencer Marketing?

There is a strong incentive from top social media sites to keep creators making content for their platforms. Creator funds, certifications, and comprehensive dashboards displaying engagement and other success metrics are par for the course. 

TikTok, Reddit, and Meta have creator funds set up to nurture content creators and influencers.

Pinterest launched “Creator Code”, a fund designed to elevate underrepresented creator communities

Snapchat has a certification program to help advertisers achieve success on their platform

YouTube has a Media Kit feature in addition to their other creator tools, as well as consistently providing more ways to break down and showcase engagement metrics.

The influencer market will continue to become more competitive and brands should pay close attention to where their target audience for influencer campaigns lives. Because now, influencers on those platforms have more tools at their disposal to create even more engaging and high-quality content.

So there you have it! Will you be implementing an influencer marketing strategy in 2026 after reviewing these impressive influencer marketing stats? If the answer is yes, don't forget to contact a Meltwater representative to learn about our Meltwater influencer management solutions.

Tip: These are the best social influencer management platforms and social influencer marketing tools.

Are brands shifting budgets toward smaller creators?

Yes, brands are increasingly shifting budgets toward micro and nano creators. Smaller creators are prized for authenticity and measurable engagement, which drives real results beyond impressions. This reflects a broader trend away from big-name influencers toward creators with genuine niche impact.

Do consumers trust influencers more than brands in 2026?

Yes, data shows that consumers are increasingly trusting influencers over traditional brand messaging. Influencers are typically seen as more relatable and authentic, especially when content feels real and personal.

Are virtual influencers gaining traction in 2026?

Yes, virtual influencers and AI influencers are growing, but they aren’t replacing human influencers. Instead, they’re becoming a complementary strategy for specific goals like round-the-clock content, novelty branding, and creative storytelling.

Learn more about the current status of influencer marketing, tactics, tools, and more in our free Ebook:

The Most Important Influencer Marketing Statistics for 2026

Marketers have spent years learning how to track search rankings, clicks, and conversions. Now, a new facet of search is expanding the playbook: tracking LLM prompts and measuring AI visibility.

LLM visibility doesn’t behave like traditional search. There are no algorithms or rankings, no blue links and meta descriptions, and no “page one.” Instead, AI models surface brands through citations, in-content mentions, summaries, and recommendations. This means brands need to rethink the way they track their online presence and measure impact.

Here’s how you can track LLM prompts and act on the data.

Why Is Tracking LLM Prompts Critical for Brand Intelligence?

What Should You Measure When Tracking LLM Prompts?

How Meltwater Helps Brands Monitor and Optimize LLM Visibility

When marketers track LLM prompts, they’re analyzing the types of questions people ask and how models respond. They’re also looking at whether specific brands or products end up in those responses.

By LLM prompt, we mean the input a user gives to the AI system to generate a response. It might be a direct question, a comparison request, or something involving deeper research. This is what a user types into tools like ChatGPT, Claude, or Gemini.

How do LLMs use prompts to shape content and brand mentions?

LLMs rely on signals within prompts to decide what to generate. For example, a prompt like “best project management tools for small teams” produces a very different response compared to “enterprise-grade project management software with compliance controls.”

Each variation pulls the model toward different examples and use cases, which influences which brands get surfaced.

Prompts act similarly to a filter. Small wording changes can shift which brands appear and how the response positions them. Some prompts trigger list-style recommendations; others come in the form of longer explanations. Tracking prompts helps marketers see where their brand fits naturally.

Why does prompt visibility matter for marketers and analysts?

Large language models are reshaping how people find products and services. They’re using tools like ChatGPT and Gemini to compare brands and make decisions. If your brand never appears in those responses, you lose influence and the opportunity for exposure.

Gaining visibility into the kinds of prompts consumers are using allows marketers to hone their content accordingly and PR teams can strengthen the quantity and quality of sources referencing the brand, giving LLMs plenty of positive signals to pull from.

Reading Tips: How to Measure PR Performance Across LLMs and Generative Search, How to Gain AI Visibility and Reputation Across Customer Touchpoints

LLMs have taken on the role of “search assistant” for millions of users. People ask them questions they might never type into a search bar, especially if they want quick answers or opinions. 

Knowing how to track LLM prompts gives brands a clearer picture of how they show up in various LLM platforms. 

LLMs pull from a wide mix of sources, which means they can easily repeat outdated claims or inaccurate information, which does little to enforce and manage a positive brand reputation. Tracking prompts and responses helps you spot these issues early and be proactive about correcting them.

For example, if a website is citing old pricing about your service, you might reach out to the website owner with updated information. 

These insights help marketing, PR, content, and brand teams align on corrections and current messaging to keep the story straight.

Reviewing prompt data helps you learn more about what your audience wants to know. You see real questions in plain language instead of guessing at keyword intent. Those patterns can expose gaps in your content and messaging so you can improve how you present yourself to your audience.

Meltwater pairs prompt data with media, search, and social visibility, giving you a complete picture of your brand’s presence. Your audience isn’t using just one channel to make decisions, so having centralized data creates a comprehensive view of their journey.

Tracking LLM prompts works best when you focus on signals that show the context in which you appear. Here’s what you should add to your LLM tracking strategy:

Accuracy and context of AI-generated mentions

Frequency doesn’t tell the full story, but it does offer an important chapter. Start with how often your brand appears in responses to relevant prompts. This establishes a baseline for visibility.

Then look at how your brand associates with the prompt topic. This can tell you why you appeared in the response. For example, did the response mention you as a leader, an example, an alternative, or a footnote?

Combining frequency and brand association gives marketers a clearer sense of where your brand fits naturally in AI-driven conversations.

Visibility means little if the LLMs aren’t mentioning you correctly. Track whether models describe your products, pricing, positioning, and use cases accurately. 

The context matters just as much as the facts. 

A correct mention but with negative framing can still harm perception. Reviewing the context of mentions can help teams decide where they need to make updates or improve authority.

Different models can tell different stories about the same brand. Some prefer industry heavyweights; others might favor niche players. And some might look at the most recent data. 

Measuring sentiment and bias across different models can highlight these differences. Knowing how you stack up against different models can be an effective way to spot new opportunities, especially since many users rely on multiple AI tools.

Tip: Learn more about LLM sentiment analysis

AI discovery is still relatively new. But as it matures, new metrics will take shape. Emerging metrics right now include share of AI voice, prompt penetration, consistency of brand mentions, AI sentiment, and narrative alignment, among others. 

Capturing the right signals moves beyond rankings and toward something more strategic: understanding how AI systems frame your brand when people ask real questions.

Tracking LLM prompts means having the right tools and knowing what to look for. Ideally, you can build a repeatable system that shows how AI visibility changes over time and connects back to real buying decisions.

Automate prompt monitoring across major LLMs

Connect prompt data with media and social intelligence

Establish a baseline for how your brand appears today. Run a defined set of prompts that reflect high-intent questions or brand-specific queries. This part will largely be manual, but it will help teams understand response patterns before adding automated tools like Meltwater. 

Right now, you should be looking for whether your brand shows up in responses, how often it shows up, and how LLMs frame it. This is your benchmark for future improvement.

The Meltwater Blog

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