Local and Niche News Sites See Surge in Relevance as AI Reshapes Search

PHOENIX, AZ — July 19, 2025 — As artificial intelligence becomes the dominant force in how people find information online, local and niche news websites are emerging as unexpected winners.

According to Curt Mercadante, founder of Resilience PR, this shift is changing the game for businesses and advocacy groups seeking influence in their communities and industries.

“AI isn’t just changing how people search — it’s changing what they find,” said Mercadante.“More and more, AI-powered search results are prioritizing local and topic-specific sources that appear highly credible and context-rich. That’s a major opportunity for those who previously felt invisible in the search landscape.”

Search tools powered by large language models — from Google’s AI Overviews to OpenAI’s integrations and Apple’s forthcoming AI assistant — are surfacing results from sources that feel trustworthy, hyper-relevant, and specific. According to a study reported by The Hill, Gen Z now prefers AI and platforms like TikTok over traditional search engines, opting for tools that “cut to the chase.” Meanwhile, internal Google documents obtained by Business Insider reveal growing concerns within the company that platforms like TikTok and Reddit are quickly displacing Google as the go-to search engines for younger users.

This means that being featured in trusted, local, or niche outlets is more valuable than ever. “The firms and causes that figure out how to get quoted in these niche and local sites will be the ones who shape the narrative going forward,” said Mercadante. “You don’t need to fight for space in national media anymore to be visible — you need to show up where AI is looking.”

Mercadante added, “The firms and causes that figure out how to get quoted in these niche and local sites will be the ones who shape the narrative going forward. You don’t need to fight for space in national media anymore to be visible — you need to show up where AI is looking.”

Resilience PR is helping clients adapt by placing stories in trusted regional and vertical publications and then distributing those stories directly to their target audiences. With AI reshaping the media landscape, Mercadante sees a growing demand for this approach.

“This isn’t about playing the old PR game harder,” said Mercadante. “It’s about playing a smarter game — one designed for the era of AI-driven visibility.”

About Resilience PR

Resilience PR is a Phoenix-based public relations agency helping small businesses share their stories and reach the right audiences with clarity and impact. We specialize in strategic messaging, local and national media outreach, and tailored PR campaigns that build lasting visibility and credibility. Whether you’re launching a new venture or growing an established brand, Resilience PR provides hands-on support to elevate your presence and protect your reputation. Serving clients across Arizona and beyond, we bring a resilient, results-driven approach to every campaign.