GCW Launches SignlLabs™, a Proprietary AI Signaling Practice Built to Earn Brand Visibility Across Artificial Intelligence Platforms
New practice gives clients a measurable path to being recommended by ChatGPT, Gemini, Claude, Copilot and Perplexity, built for AI rather than retrofitted from SEO.
NEW YORK, N.Y. - Global Communication Works (GCW), the strategic public relations and communications agency, today announced the formation of SignlLabs™, its proprietary AI Signaling practice. SignlLabs gives GCW clients a dedicated methodology for earning visibility and recommendations across the artificial intelligence platforms consumers now turn to for answers.
“For nearly 40 years, GCW has built our clients’ reputations one relationship, one story and one placement at a time. SignlLabs is the natural next chapter. Consumers no longer stop at a search engine. They are asking AI platforms for recommendations, and brands need a real strategy to show up there, not a retrofit of old SEO tactics. That is exactly what we built.”Suzy Ginsburg, Founder and CEO, GCW
Search engine optimization earns a ranking on a page of links. Answer engine optimization earns the snippet an AI reads back. AI Signaling earns the recommendation itself. The distinction matters because an answer engine does not simply answer the question it is asked. It quietly splits a single prompt into several hidden research queries, then composes an answer from the sources it trusts most, sources that are overwhelmingly earned through third-party endorsement rather than a brand’s own website.
SignlLabs pairs GCW’s earned media strategy with a dedicated AI recommendation framework, measuring performance across the five platforms most consumers now rely on for answers: ChatGPT, Google Gemini, Claude, Microsoft Copilot and Perplexity.
GCW now measures success across both traditional and AI channels, tracking impressions, reach and engagement alongside AI recommendation lift, giving clients a full view of how a campaign performs wherever audiences get their news and their answers.
SignlLabs is already embedded in many GCW campaigns across the agency’s women’s health, consumer health and lifestyle client roster, and the practice will be central to new business pursuits going forward.
“SEO is about being the answer. AI Signaling is about being the recommendation. When someone asks an answer engine which brand is best, the platform runs its own research behind the scenes and names the brands it trusts. That trust lives in earned media, not on a brand’s homepage.”Erika Austria, lead of SignlLabs
About SignlLabs
SignlLabs™ is the AI Signaling practice of Global Communication Works (GCW). SignlLabs created the AI Signaling discipline and the Maturity Method™, the zero to one hundred standard that scores how recommendable a brand is across ChatGPT, Google Gemini, Claude, Microsoft Copilot and Perplexity, then engineers the lift through earned media. The methodology is also available for license to public relations firms, advertising agencies and web development companies. Learn more at signllabs.ai.
About GCW
Global Communication Works (GCW) is a full-service public relations and reputation management agency with nearly 40 years of work across women’s health, consumer packaged goods, wellness and lifestyle, energy, technology and law. Services span earned media and news bureau, reputation and crisis management, public affairs, influencer strategy, photo and video production, media and presentation training, and AI Signaling through SignlLabs. Learn more at gcw.agency.
Media contact: Brad Ginsburg, Global Communication Works, brad@gcw.agency. More at signllabs.ai and gcw.agency.