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:
October 2, 2024
Burson Decipher powered by Limbik can be deployed to quantify information risk in more than 100 countries.
Armed Conflicts garners the highest PFI this week largely due to U.S. assistance in thwarting Iran’s missile and drone attack on Israel. The U.S. also announced over $300 million in aid for Palestinians in Gaza and the West Bank, while privately supporting Israel’s decision to ramp up military pressure against Hezbollah. Additionally, the U.S. has sent more troops to the Middle East to bolster security and stand ready to defend Israel if needed. A new $375 million aid package was also announced, bringing the total U.S. commitment to $8 billion over the next few months. In the information space, Hurricane Helene is being used to fuel misleading anti-Ukraine narratives online.
Business and China is the highest mover. U.S. Republican presidential candidate Donald Trump vowed to bring manufacturing jobs back from allies and China. Further, U.S. and Chinese officials will meet to discuss trade and economic relations, as the U.S. Treasury’s top diplomat noted ongoing talks are preventing Chinese retaliation over tariffs. Barclays projected that U.S. stocks could benefit the most from China’s massive stimulus package, while some analysts predict materials stocks could be poised for a significant rally. Meanwhile, China threatened sanctions against PVH Corp, the parent company of Calvin Klein, over its boycott of Xinjiang cotton. In a related move, China instructed companies to stop purchasing Nvidia chips.