Earlier this year, we introduced the AI Domain Impact Index — our proprietary approach for measuring PR effectiveness in a generative AI-driven world. Our goal with the Impact Index is simple yet ambitious: redefine what media influence means in an environment shaped by AI. After several months of testing, we’re excited to officially launch the AI Domain Impact Index for our B2B tech clients.
Why We Created the AI Domain Impact Index
Traditional media metrics — impressions, share of voice, sentiment — no longer tell the full story. As AI transforms how content is discovered and consumed, PR teams need tools that reflect this new reality.
The AI Domain Impact Index links earned media results directly to visibility in AI-powered search. It provides marketers with a clearer, ROI-focused view of their media strategy’s long-term value, and is one of the first tools to operationalize GenAI search behavior within PR workflows. This marks a pivotal step toward modernizing media measurement for the future of search.
A New Standard for Measuring Media Impact in an AI World
The AI Domain Impact Index assigns a 0–100 score to any web domain based on an evaluation of five weighted criteria: organic search, inclusion, on-page, real-time retrieval and citation appearance. Importantly, scores within the Impact Index evolve over time, with GenAI models continually adjusting how they prioritize sources and media publications to optimize for LLMs. This reinforces the need for dynamic, data-informed media strategies and positions the Impact Index as a critical tool for staying ahead of shifting AI model behavior.
In an initial analysis of over 600 earned media placements from client programs, Walker Sands evaluated 292 unique media domains using the AI Domain Impact Index. The results are encouraging:
- 51% of placements were categorized as high impact, meaning they are highly likely to influence GenAI search responses.
- 44% were moderately impactful, and only 4% fell into the low-impact tier.
Notably, outlets like TechTarget, Apple Podcasts, ZDNet and ITPro ranked among the highest-impact sources, while some traditionally trusted media platforms scored lower. These findings validate that AI search visibility depends on a different set of content signals than traditional SEO and that earned media strategies must adapt accordingly.
We’ve seen shifts in domain ranking in GenAI responses compared to just a few months ago, as well as media publications actively optimizing their content for better discoverability. The Impact Index gives us critical, real-time insight into these changes, allowing us to partner with our clients to maximize discoverability potential through earned media.
Ready to Learn How the AI Domain Impact Index Can Supercharge Your PR Strategy?
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