File this under important and underreported.
OpenAI is releasing a feature that should reshape how information gets discovered, and have big implications for PR and brand visibility. It’s called ChatGPT Pulse. Most people haven’t heard of it yet because it is reserved for ChatGPT Pro users, but it’s worth paying attention to as it will likely roll out to other users in the near future.
What is ChatGPT Pulse?
Pulse is a new feature that turns ChatGPT from a Q&A tool into a proactive news and insights feed. Instead of waiting for users to ask questions, it scans your past chats, interests, and connected tools overnight, then delivers a personalized “morning briefing.” Think of it as your own AI-curated newswire.
The key idea: AI is starting to decide what people see before they even search.
What’s true now
- Pulse is currently limited to ChatGPT Pro users (mobile only). It’s in “preview” status.
- On mobile (iOS and Android), Pro users can access Pulse via their ChatGPT app.
- Pulse is not yet available on web or desktop.
- OpenAI has stated that after gathering feedback and improving efficiency, they plan to expand access to Plus users and eventually make Pulse available more broadly.
What’s not known (yet)
- There’s no public timeline for when Pulse will reach Plus users or free users.
- It’s also not confirmed when or how Pulse will arrive on desktop/web. Some signals suggest that a web version is in preparation.
- The exact technical and infrastructure challenges (compute, latency, UI, personalization) that may delay rollout are not fully disclosed.
Why It Matters for PR and Media
This changes how stories reach audiences, especially in tech, where discovery has already shifted from traditional Google searches to social feeds and AI summaries.
1. Discovery becomes “push,” not “pull.”
People are likely to see stories in their Pulse briefings before they visit a news site. That means brand mentions need to live in sources Pulse trusts — credible outlets, verified company pages, and clearly written, well-structured content. Basically, this doubles down on the need for PR and GEO efforts to work in lockstep and for your house to be in order website-wise (we have a guide on that here).
2. Better targeting, clear messaging AI favors clean structure, transparent sourcing, and authoritative tone.
Being in the right places (and maybe not ALL places) will matter more. Thought leadership, clear data points, and contextually strong stories are more likely to surface.
What To Do Next
Audit your content for AI readability and “citationability”.
- Make sure every announcement and press piece is factual, structured, and clearly attributed.
- Apply atomic content design, making sure each page, press release, etc. is focused on a single idea or announcement so AI can chunk and cite it easily.
- Use clear headings (H1, H2, H3), bullet lists, and short paragraphs so generative models can parse your points.
- Embed inline citations, data points, and links to credible external sources (AI models prefer content that is verifiable).
- Use structured formats (Q&A sections, “key takeaways” boxes, FAQs) that align with how AI surfaces content.
- Include structured data (schema markup), stable URLs, and site metadata (titles, descriptions) optimized for AI ingestion.
- Avoid marketing-speak and hyperbole. Be factual, transparent, and precise. AI tends to downgrade sensational or vague claims.
Target ChatGPT-relevant media channels.
- Granular analysis, that is specific to you, is important here. You have to prioritize outlets relevant to ChatGPT for your category
- In aggregate, ChatGPT tends to surface high-authority news, technical blogs, and structured sources like Wikipedia and GitHub.
Track AI visibility.
- There are a few mechanisms out there for this purpose. We like Scrunch. The main point is every PR agency should be doing it for clients. If yours is not, call me.
If you want to talk about any of this and / or about AI search and PR’s intersection more, get in touch.