Ask a comms director in Dubai what their last campaign achieved and you’ll get a familiar answer: placements secured, reach delivered, a logo bar refreshed for the website footer. Now ask ChatGPT what their brand does, who founded it, and whether it’s any good. That second answer is the one their next customer will actually see. PR has spent two decades optimising for a reader who is quietly disappearing. The buyer journey that used to run through Google results and news homepages now increasingly runs through an AI answer: a few confident sentences from ChatGPT, Gemini or an AI-powered search result, synthesised from whatever s