We've trained a cognitive AI model called Believability which forecasts whether any audience will find any message credible. We trained another data model called Virality to predict the likelihood of any messaging eliciting engagement online. Believability and Virality are combined to evaluate Potential for Impact (PFI).

Our content universe includes tens of millions of textual, image, audio, and video artifacts. We know the performance of each artifact, as well as if a representative sample of adults find it believable. We're adding thousands of new artifacts every day. Using the unique metadata features extracted from a social media post, company statement, video or any other type of content, and our proprietary content universe, PFI® builds a probabilistic forecast of how content will perform.