AI search tools are changing how clients find financial advisors. This piece breaks down how earned media, bylines, and press mentions build the credibility AI tools look for, plus practical steps for optimizing your online presence, collecting reviews, and getting recommended when prospects ask AI for a referral.  

Every executive who speaks to the press is telling a story, whether they realize it or not. The question is whether it's the story they intended to tell. With the right preparation and the right PR support, the answer is almost always yes.  

AI adoption among independent RIAs has more than doubled since 2023, yet only about one in ten advisors have actually built it into their broader business strategy. The gap between adopting AI and using it well is where the real opportunity lives, and most firms are leaving it wide open.