For many years, the PESO model was the gold standard when it came to structuring communication measures. Paid, Earned, Shared, Owned– four pillars that provided reliable guidance on how to build reach and reputation. But the rules of the game have changed.
Today, no editor, no editorial team and no viral share alone decides which brand is visible. Instead, AI systems, language models and intelligent platforms are increasingly taking on this task. They read, interpret and link content – and make recommendations, search results and even business decisions on this basis.
Why PESO is no longer enough
The PESO model was developed for a world in which people rate content. But today:
- Search is AI-native.
- Visibility is interpreted automatically.
- Viral attention is fleeting.
Modern communication work must therefore not only produce content, but also understand how it is read and processed by large language models (LLMs) and geo-based AI platforms. It’s no longer just about being visible – it’s about becoming truly visible.
The further development: POLISE
At PIABO Communications, we have taken the PESO model a step further – and developed a framework that meets the requirements of AI reality: POLISE.
POLISE supplements the familiar four categories with two crucial dimensions that are decisive for visibility in LLMs and AI systems: Listed Presence and Inferred Signals.
The six dimensions of POLISE at a glance:
P – Paid
Paid content: Sponsored content, ads, paid influencer placements
O – Owned
Own content: Website, blog, newsletter – fully controllable
L – Listed Presence (new)
Structured, machine-readable profiles on third-party platforms such as Crunchbase, Google Business, LinkedIn, G2 or GitHub – they are regularly crawled and mirrored directly in LLMs
I – Inferred Signals (new)
Semantic relevance through context, co-mentions, backlinks and thematic proximity – not directly controllable, but can be specifically influenced
S – Shared
Shared content on social media, comments, community reactions. Fleeting, but not unimportant
E – Earned
Press coverage, expert quotes, organic recommendations – third-party credibility
What makes POLISE so relevant?
While PESO focuses primarily on media reach, POLISE targets structural visibility in AI systems. Each of the six categories contributes in different ways to how a brand or person is perceived by LLMs:
- Paid and shared help with initial attention
- Owned and Listed provide machine-readable clarity
- Earned strengthens trust via third parties
- Inferred is the invisible result – the “semantic reputation” that machines derive themselves
POLISE is the basis of PIABO GEO
We have not only developed the POLISE model – we have incorporated it into our new PIABO GEO product solution.
PIABO GEO is the first communication solution that specifically supports brands in becoming visible in LLMs, AI search systems and geo-based AI platforms. It’s not just about content, but about structured relevance, the right data points and visible positioning in machine ecosystems.
Conclusion
PESO was a valuable framework, but the requirements for communication have fundamentally shifted.
With POLISE, we are creating a future-proof basis for strategically aligning communication for the age of artificial intelligence.
Curious about how your brand appears in AI-based systems today? Talk to us – we would be happy to carry out a visibility audit.
Contact: geo@piabo.net
Further information on PIABO GEO: geo.piabo.net
