The PESO Model evolves for the AI era (and why your website isn’t dead)
From Agency Leadership Podcast by Chip Griffin and Gini Dietrich
February 19, 2026 · 23 min
About this episode
Chip interviews Gini about the evolution of the PESO Model in the context of AI and its impact on media strategy.
The PESO Model has been guiding smart communications strategies for over a decade, but the tactical landscape underneath it keeps shifting. In the latest evolution, Gini and her team have completely revamped the PESO Model Certification to address how AI and large language models are fundamentally changing visibility in 2026. In this episode, Chip interviews Gini about the newly updated certification and what’s changed in how organizations should think about paid, earned, shared, and owned media. The conversation centers on “visibility engineering”—the intersection of owned and earned media where LLMs are scraping information and making decisions about who appears in AI-generated answers. Gini explains why owned media remains the foundation (without content on your own properties, there’s nothing to demonstrate to journalists, creators, or LLMs what you’re about), but the recommended path has shifted from owned-then-earned-or-shared to a more deliberate owned-then-earned-then-shared-then-paid sequence. This evolution reflects how AI systems verify information by comparing what’s on your website against what credible third parties say about you…
People in this episode
Host: Chip Griffin
Guest: Gini Dietrich
Topics covered
- PESO Model
- AI
- visibility engineering
- media strategy
- owned media
- earned media
Keywords
- PESO Model
- AI
- visibility engineering
- media strategy
- owned media
- earned media
- shared media
- paid media
Mentioned in this episode
Organizations: PESO Model, AI, LLMs
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