A new report says earned media is disrupting the PESO Model® for AI discoverability—and a second survey, published the same month, says paid media matters most. They can't both be right, and Gini Dietrich argues neither question is. In this week’s Spin Sucks episode, she walks through what both surveys found, why "which media type matters most" measures who you asked instead of what works, and the finding everyone should be talking about: a 28-point confidence gap between agencies and brands that comes down to one word—measurement. Read the post: http://spinsucks.com/communication/ai-peso-model-proof PESO Model Diagnostic: https://spinsucks.com/self-peso-diagnostic/ PESO Model Certification: https://spinsucks.com/peso-model-certification/ Spin Sucks Community: https://spinsucks.com/community D S Simon report: https://www.dssimon.com/earned-media-in-the-ai-era-report/ Sword and the Script survey: https://www.swordandthescript.com/2026/08/ai-visibility-survey/

Ask this episode

“What did the council decide on item 42?” — answered with the speaker and the moment.

Transcript

Related