Communication Archives - Aperture Insights

AI, Communication, Insights, Media Measurement, Trends

From SEO to GEO: How to Measure Brand Visibility in AI-Powered Search

Jeff Cushing / March 8, 2026

AI has changed how brands get discovered — but most marketing and communications teams are still measuring the wrong things. This post introduces the shift from SEO to GEO (Generative Engine Optimization), explains what citation share, sentiment alignment, and narrative dominance actually mean in practice, and provides a practical framework for evaluating the tools — from Am I On AI? to Profound — that can help you measure and improve your brand’s visibility in AI-powered search.

AI, Communication, Insights, Media Measurement, Trends

The AI Trust Architecture: How to Earn Trust With AI Algorithms

Jeff Cushing / September 22, 2025

To succeed in AI-powered search, brands must foster trust with both consumers and AI algorithms by providing credible, structured signals through schema markup, consistent brand information, and earning quality media mentions. Building an effective AI trust architecture, grounded in E-E-A-T principles, positions organizations for greater visibility and lasting authority as trust standards in search evolve.

AI, Communication, Insights, Marketing, Media Measurement, Trends

How AI is Transforming Brand Visibility

Jeff Cushing / July 30, 2025

Artificial intelligence is transforming brand visibility by shifting the economics of attention. As consumers increasingly turn to AI-enabled searches (either through Google AI Overviews or ChatGPT, Perplexity, etc), brands must refine content strategies and evolve measurement approaches in order to be seen.

Communication, Miscellaneous

A Miraculous Body of Work

Jeff Cushing / January 15, 2025

Heinz Kluetmeier perfectly captured many iconic sports moments. Although he was an innovator in sports photography, his images were not diluted by innovations in artificial intelligence.

Communication, Insights, Marketing, Miscellaneous, Trends

Awkward and Authentic: Marketing Campaigns That Captivated Audiences

Jeff Cushing / July 29, 2024

By leaning into vulnerability, brands can create authentic messages that resonate with consumers and break through the clutter.

Communication, Data visualization, Insights, Trends

Focus on interactions

Jeff Cushing / February 13, 2021

In a post-pandemic world, personal interactions are more important than ever. This is important for how brands engage with consumers, but also how insights professionals inform their audiences.

Communication, Management

4 Tips for Convincing the C-Suite

Jeff Cushing / November 12, 2020

It’s not enough simply to be a subject matter expert. How the message is delivered is critical to convincing the C-suite to take action. Here are some tips for getting your message heard.