Global Communication Works (GCW) has launched SignlLabs™, a proprietary AI Signaling practice designed to help brands earn visibility and recommendations across artificial intelligence platforms. The initiative extends the public relations agency's earned-media approach into AI-driven discovery and recommendation environments.

GCW positions SignlLabs around the changing way consumers find information. Rather than relying exclusively on conventional search engines, users increasingly ask AI platforms for recommendations and direct answers. The agency argues that this creates a distinct visibility challenge for brands because AI-generated responses can draw on information from multiple sources rather than simply ranking a company's website.

According to GCW, SignlLabs combines earned-media strategy with an AI recommendation framework focused on five platforms: ChatGPT, Google Gemini, Claude, Microsoft Copilot and Perplexity AI.

From SEO Rankings to AI Recommendations

GCW differentiates its approach from traditional search engine optimization and Answer Engine Optimization (AEO). The agency describes SEO as focused on rankings, while AEO focuses on content being surfaced as an answer. SignlLabs instead targets the recommendation layer, seeking to influence which brands AI platforms identify when users ask which product, service or company is best.

The agency says AI systems can break a single user prompt into multiple research queries before composing an answer. GCW argues that third-party endorsements and earned media can therefore play an important role in the information AI systems encounter when evaluating brands.

That distinction reflects a developing area of marketing strategy as generative AI becomes another discovery interface. For marketers, the challenge is shifting from optimizing only for pages and snippets toward understanding how brand reputation and external sources can influence AI-generated recommendations.

Market Landscape

AI-powered discovery is creating a new layer in the digital visibility ecosystem alongside search, social media and traditional media. Brands now have to consider how their information is represented not only on their own websites but also across external sources that AI platforms may use when generating responses.

GCW's approach is notable because it connects public relations and earned media with AI visibility rather than treating AI discovery exclusively as an SEO problem.

The agency says SignlLabs measures conventional campaign metrics such as impressions, reach and engagement alongside AI recommendation lift. This creates a combined measurement model intended to show how campaigns perform across both traditional media channels and AI-based discovery.

Strategic Outlook

SignlLabs is already being used within GCW campaigns across its women's health, consumer health and lifestyle client roster. The practice will also become part of the agency's future new-business efforts.

The launch suggests that PR agencies may increasingly expand into AI visibility as brands seek ways to influence how they are represented in conversational search and recommendation environments.

However, AI recommendations can vary by platform, query and context. As this marketing discipline develops, measurement methodology, source quality and the ability to distinguish durable visibility from temporary model responses will remain important considerations for marketers.

Top Insights

• GCW has created SignlLabs to address brand visibility across AI platforms.
• The practice combines earned-media strategy with an AI recommendation framework.
• GCW is measuring activity across ChatGPT, Google Gemini, Claude, Microsoft Copilot and Perplexity AI.
• The agency distinguishes AI Signaling from traditional SEO and AEO.
• SignlLabs is already being incorporated into selected GCW client campaigns.

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