We don't believe AI replaces taste. We believe it makes taste defensible — by widening what one human team can see, and forcing every claim to be backed by something more than a hunch.
No single layer makes the call. Together they constitute a recommendation we'll defend on the record.
We model the actual audience behind every creator on the table — not the follower count, but the people. Demographics, geographies, behavioural clusters, the overlap with your existing customer base and your competitive set. Where the audience lives in the network, who they listen to, and who they don't.
Years of a creator's output read by language and vision models — tone, themes, recurring values, what they've endorsed, what they've quietly declined. Mapped against the brand's own corpus — guidelines, comms history, competitive positioning. We find the fit no one was looking at, and surface the misfit no one wanted to admit.
Where the audience converts and where it doesn't. Historical campaign data, observed purchase intent, search and price elasticity reads. The unsexy work of moving from "they like this" to "they buy from this person, in this format, at this price, in this window".
Where the model stops and we begin. A creator who's about to break through, a category that's about to cool, the post from six months ago that everyone forgot but the internet didn't. Brand-safety nuance. Trend judgement. The human call that turns a "good fit" into the right move now.
→ Every recommendation comes with the working — the signals, the weights, the dissent. If a layer disagreed with the final call, you see that too. Black-box answers don't survive in a boardroom, and shouldn't.
A small audience that converts is worth more than a large one that doesn't. We work to that arithmetic.
No campaign, no contract and no public statement is signed off by a machine.
If we can't explain why we recommended something, we don't recommend it. Plain English, defensible reasoning.
We protect voice, audience trust, and long-term value over short-term campaign yield. Always.
Some of this work is straightforwardly attributable. Some isn't. We say which is which.
We're trying to build creator businesses and brand relationships that outlast a platform cycle, not a quarter.
A model can rank a thousand creators. It cannot tell you which one to bet on. That, still, is our job.