Moving the world forward:
A global communications agency combined with Limbik’s cognitive AI platform to protect and promote your organization.
Chief Innovation Officer
Burson
Why Decipher?
We live in a time where personal feelings often define what's considered true, overshadowing objective facts. The misuse of information to influence opinions isn't new, but with today's rapid digital communication, its effects can be widespread and harmful. By utilizing advanced tools like cognitive AI, businesses and governments can better identify the most effective messages and maximize their impact, ensuring they communicate accurately and resonantly in this challenging information landscape.
The rapid evolution of technology, including the rise of generative AI, presents both challenges and opportunities for businesses, governments, and organizations. While there's a risk of information being weaponized to harm reputations and disrupt operations, cognitive AI offers a future-proof solution. Having a cognitive AI as an ally not only swiftly identifies and mitigates reputation threats but also enhances the ability to sift through complex data, ensuring clarity and accuracy in decision-making.
To assist clients in leveraging the full spectrum of cognitive AI capabilities, we introduce Decipher by Burson. This advanced solution, powered by Limbik, combines cutting-edge cognitive AI technology with expert corporate reputation and crisis management counsel. It offers a comprehensive approach to enhance decision-making, optimize communication strategies, and bolster overall operational efficiency. Decipher equips organizations to navigate complex challenges and capitalize on opportunities in today's fast-paced digital landscape
With Decipher, we help clients tackle disinformation while enhancing decision-making and optimizing communication strategies.
How It Works
Decipher works by integrating message-level believability classification and predictive virality indicators. The result is a robust framework for evaluating the potential impact of different types of content across defined audience segments that is based on observable, repeatable data. Determining an audience’s level of commitment to a particular topic and artifact believability to the platform can make predictions about future impact.
Believability and Virality to predict future impact.
Organizational preparedness to build resilience.
Predictive, emotion-based assessment.
Messaging designed to move people, powered by PFI®.
Solutions developed for organizations of all types and sizes.
Deploying Decipher by Burson
Proactively identify and evaluate new opportunities . Beyond social listening, rigorous assessment is predictive and leverages Limbik’s cognitive AI platform to understand the potential impact of a content and which audiences resonate with it the most.
Counter measures serve to prevent or mitigate information threats and redress the potential consequences of a malign influence operation – whether reputational, financial, operational, or physical. Effective messaging is designed to move people, powered by behavioral science, data, empathy, and expertise.
Use Cases
A leading CPG company faces concerns stemming from disinformation and rumors regarding the sourcing practices and health of ingredients.
Fashion and apparel brands evaluate messaging strategies to effectively communicate their new summer collection to their audience.
Planned market expansion by a large MNC risks disruption by growing anti-Western sentiments promoted by politically motivated actors.
A global pharmaceutical company faces challenges in its distribution efforts due to rapidly changing regulations and public skepticism.
About Burson
Burson is the global communications agency built to move people. Burson partners with clients in the B2B, consumer, corporate, crisis management, healthcare, public affairs, purpose, and technology sectors to set strategic direction for all communications and create powerful and unexpected ideas that earn attention. Through an “earned-plus” offer – earned media plus paid media, creative technology, data, AI, and an expanding suite of innovative capabilities – Burson moves people with power and precision to move its clients forward. Burson is a part of WPP (NYSE: WPP), a creative transformation company.
For more information, visit www.bursonglobal.com.