(Manminder Kaur Dhillon, Founder & CEO of Supernewsroom AI)

AI Trusts News Over Keywords, Supernewsroom.AI Reveals

Brands must pivot from SEO to AI visibility, with news and authority signals leading the way

Forget SEO tricks and keyword stuffing. In the AI era, news coverage has become the true measure of brand credibility. Platforms like ChatGPT, Gemini, Claude, and Perplexity no longer draw answers from random blogs or low-quality sites. Instead, they rely on trusted newsrooms, encyclopaedic repositories, and even community forums like Reddit, where discussions provide additional context that AI systems increasingly reference.

That shift was the focus of a recent webinar, “AI for PR: Winning AI Searches”, led by Manminder Kaur Dhillon, founder of Supernewsroom.AI. She noted that mentions in credible outlets such as Reuters, AP, and BBC — the very sources AI platforms reference most.

One of the most striking insights shared during the webinar was the rapid rise of news citations in AI outputs. In early 2024, only about 9% of AI-generated citations came from news publishers1. By mid-2025, this figure had nearly tripled to 27%, underscoring the centrality of journalism in powering generative answers2.

The Shift from SEO to Authority Signals

For decades, brands focused on Search Engine Optimisation (SEO), mastering keywords, backlinks, and page rankings to ensure visibility on Google. But as Dhillon explained, Generative Engine Optimisation (GEO) is now emerging as the new frontier. Rather than ranking webpages, AI systems surface citations — pulling content from sources they trust to answer user queries.

These authority signals include:

1. High Authority News Media (Reuters, AP, BBC, Financial Times)
2. Encyclopaedic Repositories (Wikipedia, Britannica)
3. Community Forums & Social Platforms (Reddit, Stack Overflow, Quora — context-rich, though lower on credibility)
4. Government and Institutional Data (WHO, UN, OECD, World Bank)
5. Academic Research (peer-reviewed journals, arXiv, university reports)
6. Thought Leadership Content (whitepapers, executive blogs, industry reports)
7. Podcasts & YouTube (expert interviews, verified channels, conference recordings)

“Search once revolved around backlinks and keywords. Now, AI visibility is governed by trust signals — what the model deems authoritative enough to cite,” said Dhillon. “It’s not enough to optimise for Google anymore. Brands must be present in the news, in encyclopaedias like Wikipedia, and in trusted expert-driven platforms if they want AI to recognise them.”

News as the Cornerstone of AI Citations

Leading outlets dominate this space. Reuters accounts for more than one-fifth of ChatGPT’s news citations, while the Associated Press, Financial Times, BBC, Time, and Forbes regularly appear among the most-cited domains3. Encyclopaedic sources such as Wikipedia also remain highly influential, often serving as a baseline for factual grounding4.

The implications for brands are profound. Traditional advertising or SEO-driven content is unlikely to surface unless it appears within these trusted, high-authority sources. Brands that fail to secure coverage in respected outlets risk being invisible in AI-powered search results.

Different Models, Different Behaviours

The webinar also explored how leading AI platforms differ in their use of authority signals:

1. ChatGPT (OpenAI) – heavily favours mainstream journalism, especially Reuters, AP, and the Financial Times. Around 56% of its news citations are less than a year old, highlighting its emphasis on recency and credibility3.
2. Gemini (Google) – mixes journalism with user-generated content like Reddit threads and YouTube transcripts5, providing a broader but less consistently authoritative set of references.
3. Claude (Anthropic) – uses news less frequently, instead citing editorial or niche outlets such as TechRadar or Harvard Business Review5.
4. Perplexity – provides the widest range of sources, drawing from over 1,400 distinct news domains, though no single outlet dominates2.
   
   

These differences suggest that brands need a multi-pronged strategy: aligning with traditional news outlets to gain traction in ChatGPT, while also engaging with encyclopaedic, multimedia, and community sources to remain visible in Gemini and Perplexity.

Rethinking Brand Strategy for AI Visibility

Dhillon stressed that the shift represents a fundamental challenge — and opportunity — for brands.

“Getting cited by AI is the new credibility,” she said. “News, Wikipedia, podcasts, Reddit threads, research, and institutional reports are the signals AI trusts. Brands that want to stay relevant must start thinking like sources, not just marketers.”

Dhillon urged brands to:

1. Prioritise News Visibility – Secure placements in outlets trusted by AI engines, from global wires like Reuters to local and niche publishers.
2. Strengthen Thought Leadership – Publish whitepapers, op-eds, and expert commentary that AI systems can treat as credible signals.
3. Leverage Wikipedia and Encyclopaedic Sources – Maintain accurate, up-to-date brand and executive profiles on Wikipedia, which remains one of the most cited repositories4.
4. Engage with Reddit and Community Platforms – Participate actively in expert communities where peer-to-peer validation is cited by AI as context-rich evidence5.
5. Expand into Podcasts and YouTube – Ensure expert voices and brand narratives are captured in transcribed, verifiable content on popular platforms, which Gemini and Perplexity increasingly pull into their answers5.
6. Optimise for GEO – Structure content with clarity, transparency, and citations that align with AI systems’ retrieval patterns.
   
   

“We are watching the rules of visibility being rewritten. AI doesn’t reward keywords the way search engines did — it rewards authority. The question for brands now is whether they are creating signals that AI will trust and surface,” said Dhillon.

The webinar drew communications leaders, publishers, and business executives eager to understand the new dynamics of discovery in an AI-first world, where these platforms have become the gatekeepers of information. The message was clear: in a generative AI landscape, visibility is no longer defined by keywords and backlinks — it is determined by trust signals, with news at the centre of that ecosystem.

Ends

Sources:

1. ArXiv – AI Citation Patterns Study, 2024 
2. TechCrunch – AI Referrals Up 357% YOY in June 2025 
3. NiemanLab – Generative AI Models Love to Cite Reuters and Axios, 2025 
4. ArXiv – Encyclopedic Sources in LLM Citations 
5. NiemanLab – How ChatGPT, Gemini, and Claude Differ in Citing Sources
   
   

KUALA LUMPUR: Zoom Communications has launched AI Companion 3.0, its latest suite of agentic AI capabilities designed to transform collaboration and customer experience across the Zoom platform.

Zoom founder and chief executive Eric S. Yuan said the upgrades mark a new era of intelligent work assistance. He made the announcement at the Zoomtopia 2025, the company’s flagship annual conference.

“Our customers’ most important conversations happen on Zoom, and now those conversations can result in critical insights to fuel real progress,” he explained.

“With AI Companion 3.0, our agentic AI can understand users’ specific context, priorities, and goals to help them cut through the noise, focus on what matters most, and drive meaningful business outcomes.”

AI Companion 3.0 builds on Zoom’s vision of a unified platform with AI as an intelligent layer. The system not only helps with note-taking and task tracking but also integrates across meetings, phone calls, chats and emails.

Among the new features are outcome-focused prompts, group assistance, and in-meeting recommendations. Zoom said these skills are designed to help users stay on top of priorities while reducing the burden of routine administrative work.

Users can now interact with the AI Companion through a dedicated work surface in web browsers and the Zoom Workplace desktop app. This interface adapts dynamically to provide contextual suggestions and consolidate information from conversations, documents, and external research into actionable insights.

The update also introduces advanced writing and research capabilities, enabling users to generate comprehensive reports and polished documents by drawing from both internal enterprise knowledge and public data sources.

Expanding platform innovation

According to Yuan, Zoom is also extending AI to other areas of its ecosystem.

New lifelike meeting avatars, the ability to generate clips from presentations, and support for the Model Context Protocol (MCP) are among the features being rolled out.

The company is also adding real-time voice translation to Zoom Meetings, with independent tests showing its accuracy surpasses rival services in English-French and English-Spanish translations.

Customisation options have also been expanded. A new low-code Custom AI Companion builder allows administrators to deploy tailored AI agents using pre-built templates and third-party integrations.

The add-on is priced at US$12 per user, per month. Standard AI Companion 3.0 features will be available at no extra cost for paid Zoom Workplace accounts starting November 2025.

Beyond workplace collaboration, Zoom announced enhancements to its Business Services suite. Zoom Virtual Agent (ZVA) and Customer Experience (CX) tools are being updated with AI-driven features such as Agentic AI Expert Assist, CX Insights, and Automated Quality Management.

The company also introduced “bring your own voice” functionality for ZVA, allowing firms to personalise customer interactions. Meanwhile, the Zoom Revenue Accelerator gains new skills to help sales teams with prospecting, outreach and scheduling.

PAVILION DAMANSARA HEIGHTS SCORES MAIDEN WIN AT PPKM’S  ‘BEST EXPERIENTIAL MARKETING’ AWARDS 2024-2025 

Recognition marks Pavilion Damansara Heights’ successful debut as a new icon of lifestyle, community and joy in Kuala Lumpur.

Pavilion Damansara Heights has won Platinum in Category B (malls with net lettable area of 500,001 sq ft to 999,999 sq ft) for ‘Best Experiential Marketing’ Awards 2024-2025 at the recent Shopping Centre Conference 2025 with its festive campaign themed 'Heights of Happiness'. The prestigious accolade, awarded by the Malaysia Shopping Malls Association (PPK Malaysia), recognised how the campaign reimagined Chinese New Year celebrations – blending heritage, artistry and modern lifestyle experiences to bring cultural storytelling to life in the mall.

The campaign had captivated shoppers with immersive, multi-sensory experiences that celebrated Chinese New Year traditions whilst creating modern, lifestyle-driven touchpoints. Pavilion Damansara Heights was transformed into a cultural wonderland with its 93-ft in length ‘Heights of Happiness’ diorama, produced in collaboration with the World Culture Organisation. The miniature masterpiece depicted nostalgic festive moments across history — from the grandeur of the China Five Dynasties Banquet Celebration and the bustling streets of Old Beijing, to the warmth of Malaysia’s Chinese New Year traditions and the legendary tales of ‘Journey to the West’ — which enchanted visitors with its craftsmanship and storytelling.

“We are honoured to receive this recognition from PPKM, which is especially meaningful as Pavilion Damansara Heights celebrates its very first award. Heights of Happiness was designed to blend heritage, artistry and lifestyle in a way that felt both nostalgic and fresh, bringing people together to celebrate joy and tradition. This achievement is a testament to the creativity of our team and the strong support of our tenants and partners, and it reflects our vision for Pavilion Damansara Heights to grow as a destination where culture, lifestyle and community truly converge,” said Dato’ Joyce Yap, Chief Executive Officer of Pavilion Malls.

Adding to the visual spectacle were the giant 12-ft panda and 14-ft red bear sculptures, which served as iconic photo opportunities and anchors of joy within the mall’s décor. The festive atmosphere was further elevated by the Family Fun Zone, complete with a life-sized Snakes and Ladders game, and a series of cultural Chinese New Year booths offering handicrafts, festive goods and traditional delights for families to enjoy together.

For further engagement with their shoppers, Pavilion Damansara Heights also rolled out exclusive festive redemptions including limited-edition premiums, collectibles and tenant-driven rewards. In celebration of artistry and tradition, the mall had also partnered with the Calligraphy Society of Malaysia to design an exclusive ang pow set featuring the Chinese character for happiness. Shoppers were also treated to a calligraphy art exhibition and complimentary calligraphy art giveaways. By weaving together art, culture and retail, the campaign successfully reinforced the mall’s positioning as a destination where happiness, lifestyle and community converge.

As Kuala Lumpur’s latest lifestyle retail destination, Pavilion Damansara Heights offers a curated mix of retail, dining and leisure experiences within a vibrant urban environment. The success of the ‘Heights of Happiness’ campaign and this award have cemented the mall’s place as an emerging icon of lifestyle and community engagement in the Klang Valley, and a benchmark for experiential retail excellence in Malaysia. For more information, please visit https://pavilion-dh.com.

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WATSONS MALAYSIA CELEBRATES BIGGEST MEMBER REWARDS WITH A NEW HOME TO BE WON

Celebrating Watsons Club's 15th Anniversary with Daily Members' Rewards and Exclusive Member Offers for All Members.

Watsons Malaysia is celebrating the 15th anniversary of Watsons Club, the nation’s largest health and beauty loyalty programme, with its Biggest Rewards campaign. The campaign, starting from today until 1 October 2025, will feature many exclusive member deals, exciting events, and, for the 5th consecutive year, the chance to win a brand-new home.

This year’s grand prize is a dream home at Centrum Iris in the scenic Cameron Highlands, developed by LBS Bina Group Berhad (LBS). One lucky Watsons Club member will walk away with a modern residence featuring 2 bedrooms and 1 bathroom, complete with lifestyle amenities such as a Fitness Lounge, Sky Yoga, Kids Play Zone, Games Lounge, Pool Deck, and more.

Watsons Club members who shop in-store or online between 1 September and 27 October 2025 with a minimum spend of RM50 using any VISA card will be eligible to participate. To participate in the contest, members simply need to make a purchase and submit their entry via the link below: https://survey.aswatson.net/WISE/index.php/survey/index

Launched in 2010, Watsons Club has grown into Malaysia’s leading and most rewarding loyalty programme, now boasting over 8 million members nationwide. Over the years, both Watsons Club and Watsons Club Elite members have enjoyed unparalleled rewards from trips, gadgets, and cars to exclusive passes for workshops, events, and experiences that money can’t buy.

This anniversary campaign not only marks a significant milestone but also reaffirms Watsons’ commitment to continuously rewarding its members with unbeatable offers, everyday benefits, and life-changing opportunities, solidifying its position as the country’s top loyalty programme in health and beauty retail.

With the recent recognition from the Malaysia Book of Records for having the “Most Merchant Touchpoint in a Membership Rewards Programme”, members can enjoy daily rewards through W Rewards, with redemptions starting from as low as 10 points. From free ice cream and F&B treats to petrol vouchers, Watsons shopping vouchers, and more, members can maximise the value of their loyalty points across over 5,000 merchant locations nationwide. These rewards go beyond Watsons’ stores, giving members access to free vouchers across a wide network of retail partners in Malaysia.

Throughout September, Watsons Club members will get 10x points on selected products and exclusive deals, including 80% off their second item. Members will also stand a chance to receive a free Watsons Club Giant Shopping Bag (GWP) with a minimum spend of RM80 in-store, while stocks last.

As part of the celebration, Watsons is hosting the Biggest Rewards Expo from 2 to 7 September 2025 at the LG Oval, 1 Utama Shopping Centre. During the expo, Watsons Club members can redeem exciting W Rewards products with points, and members will also enjoy exclusive Gift With Purchase (GWP) with a minimum spend at the expo.

The celebration continues at the Mid Valley Exhibition Centre, Kuala Lumpur, from 25 to 28 September 2025, where the Biggest Rewards Expo will feature over 100 brands and merchants. Visitors can look forward to a wide variety of rewards at the W Rewards Zone, along with exclusive member deals and exciting surprises.

Watsons Malaysia welcomes the nation to join the Watsons Club loyalty program with amazing perks such as a lifetime membership. Sign up as a Watsons Club member for just RM25 and receive a membership card with Touch ‘n Go NFC functionality along with 1,000 welcome points upon activation, making it easier than ever to shop, save, and earn rewards. 

Download the Watsons MY App today to unlock exclusive offers and enjoy an RM20 voucher on your first in-app purchase by using the code: FIRST20. 

Find out more about Watsons’ Biggest Rewards campaign, visit https://www.watsons.com.my/membership.  

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