Training the Narrative: Earned Media’s Role in the AI Age

As generative AI tools like Anthropoic, ChatGPT and Claude increasingly shape how people search for information, discover brands and understand industries, the sources that train and inform these systems matter more than ever. One of the most influential inputs is often overlooked: earned media. This session will explore how news coverage, interviews, and thought leadership shape the information AI models rely on to interpret the world. For cannabis companies operating in a highly regulated and often misunderstood industry, earned media plays a critical role in ensuring accurate narratives make their way into the digital knowledge ecosystem. This session will unpack how PR, journalism and brand storytelling today may ultimately influence how AI tools describe and contextualize the cannabis industry tomorrow.