Comms chiefs from LG, Britannia, Ikea, Diageo back earned media as AI chatbots displace search
At India Communication Summit 2026, leaders from LG India, Britannia, Ikea India, Diageo, Reliance and Somany Ceramics argued authentic press coverage still anchors brand trust and Gen Z resonance even as AI assistants reshape discovery, with 84% citing earned media's continuing edge.
What happened
At India Communication Summit 2026, comms leaders from LG, Britannia, Ikea India, Diageo, Reliance and Somany debated earned media's role as AI chatbots replace
Key facts
- 84%
Why this matters
Scout PR-tech and earned-media measurement targets—if 84% of category leaders are betting on press over AI search, tooling that quantifies earned ROI becomes a near-term strategic gap.