Today’s culture is increasingly fragmented, fleeting, and fast-moving.
Trends emerge and scatter in moments, surfacing across a fragmented media landscape where the average person is active on seven social platforms. Social media is also accelerating the news cycle, overtaking TV and online news as the number one source of news for U.S. consumers for the first time, according to Reuters.
At the same time, artificial intelligence is reshaping how content is created, spread and consumed. This has raised the stakes for communicators: we’re not just competing with brands, but with AI-generated noise and misinformation at industrial scale.
In this landscape, trust must be earned every day. To protect and promote your brand in a fast-paced, volatile world brands and corporations must constantly refresh the message, tailor it to every stakeholder and break through the noise with strategies that resonate with audiences in the moment.
The Need for Always-on Audience Intelligence
Today, cultural context shifts daily. Teams need a real-time layer of insight in between research cycles that complements foundational research and is actionable, validated, and sensitive to nuance.
Delivering that level of intelligence at speed can be challenging and resource-intensive, particularly when audiences are polarized and fragmented. With the added pressure of getting it right the first time, the need for fast, safe, and responsible ways to anticipate audience response is essential.
Archie AI Personas: Simulate how Audiences Think, Feel, and Respond
Edelman’s new AI solution, Archie AI Personas, helps fill this critical gap through expert-built synthetic audience models trained to simulate how real audiences would respond to events and communications. These personas blend expert human understanding with AI precision to reflect how people think and feel in the real world.
Archie AI Personas are trained and validated on diverse, trusted data sources and proprietary research and psychographic analysis. We leverage these models in combination with Edelman’s deep communications expertise and ArchieAI, the first large language model trained on over twenty years of trust research and data, to inform stakeholder-centric strategies in real-time.
- Greater speed when you need it: Accelerate the path from idea to directional guidance, keeping momentum between research cycles.
- Personalized insights: Replicate highly niche stakeholder groups.
- Ongoing learning: Extend the value of research between studies by continuously refreshing understanding as cultural and audience contexts rapidly shift.
- Cost-effective: Test ideas safely before committing to spend or exposure.
The Voice of Your Stakeholders Always by your Side
Archie AI Personas complement and extend human-led research, keeping insights alive between studies and transforming existing data into a living, always-on audience model. They can be fine-tuned to imitate even the most niche groups.
- Media audiences: Specific journalist segments such as tech reporters covering innovation and ethics, lifestyle editors focused on cultural trends, and policy journalists shaping corporate reputation.
- Consumer audiences: Distinct groups like midscale family travelers comparing value and comfort, working parents making purchase decisions, and culture seekers choosing where to spend their time.
- Professional groups: Key decision-makers such as IT buyers evaluating solutions, healthcare professionals interpreting new data, and investors assessing long-term brand trust.
Insight at the Speed of Culture
Through the synthesized insights we can generate with Archie AI Personas, we’re enabling Edelman clients to drive real-world relevance in the moment. From research to deployment, AI Personas can accelerate the development of higher impact campaigns and target each audience profile with greater precision and relevance.
- Understand stakeholders in real-time: With regular analysis of audience’s perceptions & attitudes and quick-turn cultural resonance & sensitivity checks.
- Surface unmet needs and underleveraged narratives: Co-create with AI to generate ideas, draft communications and tailor persona-specific variations.
- Refine messaging & mitigate risk: Run quick-turn tests on copy, concepts, and campaign ideas before they go live.
Archie AI Personas joins our expanding suite of AI solutions purpose-built for communicators in today’s fast-moving cultural landscape. We pair deep earned expertise and trust thinking with pragmatic AI that fits how modern communicators work to help our clients break through at the speed of culture.
Learn more about Archie AI Personas and other Edelman AI offerings.
Nick Taylor is Vice President, Product Marketing, AI.
