Why PR for home storage systems, power stations and solar products determines a brand’s visibility through AI
Professional PR and targeted press relations ensure that brands, products and companies gain visibility in credible media. Particularly when it comes to products that require explanation – such as home battery storage systems, power stations and solar products – an experienced PR agency builds trust, expands reach and secures relevant third-party sources. It is precisely these sources that are becoming increasingly important for visibility within AI systems.
In the past, the search for a new energy storage system would start on Google. Today, we are increasingly turning to AI first: Which home storage system is suitable for my solar panel system? How large should a solar storage system be for a four-person household? Which power station is suitable for camping, emergency power or working on the move?
AI serves up answers to questions like these on a silver platter. We no longer have to click through countless search results. Instead, we get ready-made answers – often including brand and product recommendations straight away. This is changing the rules of the game in e-commerce, and not just for manufacturers and suppliers of solar products.
After all, a company’s visibility no longer stems solely from its own website or Google’s search results. It is becoming increasingly crucial whether a brand appears in the sources that ChatGPT, Gemini, Claude, Perplexity and other AI systems deem credible. Because then they will be cited. But what exactly are these sources?
Studies show: AI relies particularly heavily on independent sources
The MuckRack study ‘What Is AI Reading?’, published in May 2026, demonstrates just how important the work of PR agencies has become for AI visibility. For this study, more than 25 million source links from responses by ChatGPT, Claude and Gemini across 17 sectors were analyzed.
The result: 84 per cent of the AI citations analyzed originated from so-called earned media sources. Journalistic content accounted for 27 per cent of all cited sources. Paid content or content labelled as advertorials accounted for just 0.3 per cent.
Earned media encompasses more than just traditional press reports. It also includes independent specialist articles, reviews, analyses, user-generated content and editorial pieces on platforms not controlled by the company in question – but which are generated through PR and press relations.
It would therefore be an oversimplification to say that AI primarily draws its answers from press coverage. What is true, however, is that independent third-party sources have a significant influence on AI responses – and this is precisely where a PR agency becomes an indispensable partner. After all, GEO – Generative Engine Optimization – is difficult to achieve without professional press relations.
Solar and energy storage products require reliable information
When buying a T-shirt, making the wrong choice is annoying. When buying an energy storage system, it can prove very costly.
Anyone looking to buy a home energy storage system needs to consider usable storage capacity, charging power, battery technology, emergency power capability, inverter compatibility, warranties, lifespan and cost-effectiveness.
Even with a power station, there’s far more to it than just watt-hours. Customers want to know which devices they can connect, how quickly the battery charges, whether it’s compatible with solar panels, and what the product is actually suitable for.
Technical specifications alone don’t build trust – but a good PR campaign does
Of course, manufacturers’ websites contain a lot of important information. Here, a company describes its own product in the most positive light possible – but that isn’t always credible to AI. That’s why independent sources also matter.
A specialist article, an editorial product review or an expert interview creates a different framework of trust than advertising. This is where strategic press relations come into play: they connect relevant topics, reliable facts, test devices and knowledgeable contacts with the appropriate editorial teams.
Good PR translates technical details into understandable answers for both AI and users to questions such as:
- Who is the product suitable for?
- What problem does it solve?
- How does it differ from other solutions?
- Which performance metrics are relevant in everyday use?
- Which claims can be substantiated by data or tests?
The more clearly these questions are answered in credible sources, the easier it is for people and AI systems to understand the product.
Conclusion: Professional PR as a decisive competitive advantage in the energy storage market
For manufacturers and suppliers of home storage systems, power stations, PV storage systems and other solar products, strategic press relations are becoming a key component of digital visibility – and a decisive competitive advantage. Time and again in our day-to-day agency work, we see just how important it is to view press relations not as a short-term marketing measure, but as a strategic component of corporate communications. A consistent presence in relevant media not only boosts brand awareness and trust, but also improves digital discoverability and sends valuable signals to search engines and AI-based information systems.
The next blog post will explain what matters most when it comes to PR, SEO and GEO in the energy storage sector.
Frequently asked questions about PR and AI visibility
Why is PR important for home energy storage systems?
PR generates independent attention and builds trust. When specialist media report on a home energy storage system, customers are better able to understand the product. At the same time, it increases the likelihood that information about the brand will appear in sources that AI systems take into account.
Can PR improve visibility in ChatGPT?
Yes, PR can improve the conditions for a mention, but cannot guarantee one. According to recent studies, independent and journalistic content is among the most frequently used sources for generative AI systems.
Is a good manufacturer’s website enough?
No, a strong website is the foundation, but it is usually not the whole solution. For sustainable AI visibility, consistent company information, quotable facts and credible mentions on relevant third-party platforms are also helpful.