From coverage to corpus: How startups should design PR for AI discoverability in 2026

European tech startups are navigating a significant shift in public relations strategy, moving from a focus on singular media coverage to building a durable "corpus" of interconnected content. This evolution is driven by the increasing influence of AI-powered discovery tools like ChatGPT and Gemini, which prioritize retrievability and pattern recognition over isolated visibility. Startups must now design their PR efforts to create a consistent and recognizable narrative that AI systems can effectively learn from and surface in response to relevant queries. The core of this new PR paradigm lies in intentional repetition and consistency. Unlike traditional press hits that were often treated as standalone achievements, a corpus-based approach emphasizes the accumulation of coherent, interconnected content. This durable body of work, reinforced through expert commentary, interviews, and thought leadership, allows AI to categorize and understand a company's value proposition, problem-solving capabilities, and market position. The goal is to move beyond ephemeral visibility towards building long-term authority that AI systems can trust, making companies retrievable within specific domains. This strategic pivot impacts how European startups engage with the digital landscape, demanding a mindset shift from chasing one-off announcements to cultivating a consistent brand identity. By repeating core messages across various platforms and content formats, founders can ensure both human and machine audiences understand who they are and what they offer. This approach not only enhances discoverability in an AI-mediated world but also strengthens their position within the competitive European tech ecosystem.