Newswire service Send2Press, founded in 2000, is manually submitting client news and keywords into AI platforms like ChatGPT and Gemini. The manual submission of client news and keywords into AI platforms aims to make brands 'resolve better' in direct AI queries, ensuring their information is discoverable as more users turn to conversational AI for answers.
However, a traditional PR firm is manually inserting client data into advanced AI models, but the actual effectiveness of this 'seeding' remains unclear. The manual insertion of client data into advanced AI models by a human-driven newswire contradicts the common perception of AI processes as inherently automated and efficient.
As AI becomes a primary information gateway, manual 'AI seeding' by PR firms like Send2Press will likely become a critical, if labor-intensive, method for brands to ensure their narratives are accurately represented and discoverable, despite the current lack of clear metrics.
AI Seeding: The Current Landscape
Send2Press, a 26-year-old U.S.-based newswire, expanded its 'AI Seeding' campaign for PR and marketing clients, as reported by The Daily Star. The service manually submits custom search queries and client data—including news, brands, services, quotes, and links—to AI platforms like ChatGPT, Claude, Perplexity, Gemini, and Copilot. The service's manual submission of custom search queries and client data aims to ensure client information is discoverable by AI tools, according to Send2Press. The strategy positions PR firms as direct data feeders into AI models, bypassing traditional web indexing.
The Manual Edge in an AI World
Send2Press's AI seeding process is entirely manual, involving human submission of client news, keywords, company information, website links, and product images. Send2Press's entirely manual AI seeding process, named 'best overall' by Fit Small Business in a 2020 review, exposes a critical limitation in current large language models: their struggle to independently discover, ingest, and prioritize real-time brand information. Send2Press co-founder Christopher Simmons admits the effectiveness is not always clear, yet it has "apparently helped some clients' brands resolve better" in AI queries. Clients are investing in an unquantified benefit, betting on AI's future influence without clear ROI, as the effectiveness is not always clear, yet it has "apparently helped some clients' brands resolve better" in AI queries. PR firms, in this scenario, become human 'data loaders,' bridging traditional communication with cutting-edge AI through an experimental, unproven strategy.
Shifting Discoverability in Internet Marketing
The use of 'custom search queries' alongside client data shows PR firms are not just feeding information, but actively influencing AI's internal retrieval. The use of 'custom search queries' alongside client data blurs the line between content distribution and algorithmic manipulation, fundamentally changing brand discoverability. As AI's ability to autonomously ingest and prioritize new brand data remains limited, PR efforts must directly target conversational AI outputs, moving beyond traditional web page rankings. The pivot from search engine optimization to 'resolving better' in direct AI queries is a critical evolution. Brands that adapt early and secure visibility in AI queries will gain a competitive edge; those that don't risk diminished discoverability as information consumption increasingly shifts to AI platforms.
If AI continues its trajectory as a primary information gateway, manual 'AI seeding' will likely remain a labor-intensive, yet critical, method for brands to secure discoverability and narrative control, despite its current lack of clear ROI metrics.
