Propaganda invests in proprietary AI platform

A Leeds-based brand consultancy is harnessing artificial intelligence (AI) to sharpen its strategy and drive greater value.

Propaganda has appointed digital transformation specialist technology consultancy Audacia to engineer and build a proprietary AI-enabled platform as part of a six-figure investment. 

Bosses say the move aims to scale the firm’s Discovery™ methodology, developed over 30 years to help businesses drive growth, reposition for premium markets and strengthen exit value.

The platform will combine Propaganda’s established frameworks with advanced AI to analyse decades of brand data, uncover patterns and strengthen decision-making. 

Built to enhance rather than replace human expertise, it aims to accelerate insight generation while maintaining strategic rigour.

Craig Harrold, managing director at Propaganda, said: “For 30 years we’ve built a body of knowledge around what actually drives brand growth and valuation. 

“Not theory, but real-world transformations across sectors. 

“This six-figure investment allows us to protect, interrogate and scale that intelligence. 

“Augmenting and enhancing our consulting team, process and impact. 

“As AI continues to reshape the consultancy and marketing landscape, our clear position is that intelligence should be re-engineered, but judgement remains human. 

“Appointing Audacia ensures we’re building this platform with the robustness, governance and engineering discipline it deserves. 

“Creating a proprietary strategic asset that strengthens our ability to drive value creation for our clients.”

Philip White, managing director at Audacia, added: “There’s a lot of noise around AI adoption right now. 

“It’s easy to default to generic LLM tools to automate what’s gone before. 

“What impressed us about Propaganda is their clarity of purpose – they’re not looking to replace strategic thinking; they’re looking to augment and compound it. 

“Our experience building secure intelligence platforms for blue-chip organisations means we understand how to engineer systems that enhance human decision-making in high-stakes environments. 

“This programme embodies that approach.”

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