Decipher Index, created by Burson and Limbik, uses cognitive AI to evaluate and predict the impact of various themes with broad social, political, and organizational implications.
2024 is set to be a year filled with disruptive forces. From elections in more than 40 countries, to the Paris Olympics and ongoing conflicts in Ukraine and the Middle East, efforts to influence people will leverage various global and cultural issues. This inherently creates risk for organizations and brands. By understanding which themes are likely to energize online users, companies can mitigate potential reputational crises and build organizational resilience.
Regional themes are ranked by PFI (Potential For Impact) as determined by our cognitive AI, which combines Virality and Believability to predict which themes are most likely to resonate with the adult population in each of five regions globally. Our PFI model sources artifacts (social posts, news stories, etc.) related to each theme from more than 1.5 million global sources to predict whether people in the region are likely to find the themes believable or trustworthy (Believability) and how likely themes are to energize online users (Virality).
Last Update:
July 24, 2024
Burson Decipher powered by Limbik can be deployed to quantify information risk in more than 100 countries.
With Israel and Iran-backed Houthis trading strikes, as Israeli jets deployed to Yemen tensions across the Middle East raised a notch influencing Armed Conflicts which remains the top theme across the Middle East and Africa. Similarly, Nethanyahu’s arrival to Washington to address Congress followed by private meetings with Harris – who will skip his address – and Trump draw criticism and discourse over U.S. involvement in the Middle East. Despite many claiming that the U.S. election and Harris’ ascendancy is likely to overshadow Netanyahu’s address in the United States, the Middle East and African information environments remain heavily impacted in Armed Conflicts.
As with all operations affected by the high-profile outage of Microsoft services due to a CrowdStrike update, Cybersecurity surged ten spots following disruptions to flights and banking across the globe. Impacts to banking, telecommunications, air travel across the Middle East and Africa were substantial leading to days with lingering effects. As consumers and Cybersecurity experts are likely to continue to chime in on worries of Microsoft’s domination of global digital infrastructure, the topic is likely to remain at least moderately impactful.