AI is changing how people discover and understand brands. 

It’s also reshaping how they search, with users turning to tools like ChatGPT, Perplexity, and Google’s AI Overviews for answers instead of clicking through pages. 

They interact with synthesized summaries, not traditional results.

That shift forces marketers to rethink how visibility is built.

SEO still matters, but it now extends beyond on-page content or rankings. 

Visibility depends on how often a brand is cited, referenced, and discussed across the digital ecosystem, and how those signals are interpreted by large language models.

Enter the PESO model. 

Long used to balance paid, earned, shared, and owned media, PESO now plays a central role in generative search. 

It acts as a visibility engine, with each channel contributing trust signals and context cues that help AI decide whether a brand is included in a summary or overlooked.

How PESO supports your brand’s AI search visibility

Generative search visibility refers to your brand’s ability to appear in AI-generated responses across search-enabled platforms, including:

  • Google’s AI Overviews.
  • ChatGPT search.
  • Claude.
  • Other tools that blend search with summarization. 

These systems draw from billions of data points across the web – from news articles and blogs to LinkedIn posts, product documentation, forums, and customer reviews.

When your brand is mentioned consistently in credible, recent, and well-structured content across these sources, it becomes more likely to surface in AI-generated summaries. 

Here’s where PESO matters. 

AI models don’t recognize your marketing silos. 

A single article isn’t enough, but when your brand is reinforced across multiple PESO channels, you increase the likelihood of appearing in generative results.

Dig deeper: SEO beyond the website: Winning visibility in the AI era

Rethinking the PESO model in an AI context

Each PESO element contributes differently to generative search visibility. 

Paid media

Paid media often goes unnoticed in AI summaries, but its impact is indirect and significant. 

Paid campaigns that drive traffic to well-structured and optimized content help build the authority and engagement signals AI systems recognize. 

Clear and informative sponsored thought leadership can also reinforce credibility.

Earned media

Up to 89% of AI citations come from earned media, according to MuckRack. 

While overall media mentions dropped 41% year over year, brand reach actually increased 10%, PAN’s 2025 Brand Experience Report found. (Disclosure: I am PAN’s head of AI innovation and SVP, integrated marketing.) 

This suggests that AI prioritizes context, not quantity. 

It doesn’t have to just be top-tier coverage. High-authority, in-depth stories from trade publications and niche media can be just as powerful as those from national outlets.

Thought leadership and…


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Last Update: December 4, 2025