MSL US launches AI tool aimed at combating misinformation

MSL U.S. has launched Digital Brand Influence.ai, a brand reputation management tool. 

The AI tool was developed to support companies’ brand management with “a strategic insight and planning product,” explained Rob Davis, chief digital innovation officer at MSL U.S. 

The tool aims to offer brands “a view that they don't normally get of their digital presence, which is outside in,” he said.  

MSL designed Digital Brand Influence.ai to help brands fight misinformation, promote accurate material and reach audiences, according to an MSL statement. 

“It paints a picture for the brand that shows their true standing on the digital shelf through the eyes of the consumer, while also revealing things that the consumer or the customer is most interested in,” Davis explained to PRWeek. 

The tool is now available to the firm’s clients. 

“It is absolutely the right time in the marketplace, because we are at a point where generative AI has been [on the minds of many brands],” said Davis. 

The tool adds brand transparency with answers to four questions, which every brand must explore to grow their market share, MSL said in a statement:

• How is your brand being found? 

• Are you maximizing customer connection? 

• Who is earning the traffic that should rightfully be yours? 

• Is technology reducing your influence? 

MSL reported flat growth at $425 million globally and a 6% revenue increase to $77 million in the U.S. in 2023, according to PRWeek’s 2024 Agency Business Report.