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This Startup Is Using AI To Stop Brands From Making Avoidable Mistakes

The past few years have given us no shortage of debacles by brands. We’ve just about seen it all from an outright offensive campaign by Gucci that featured blackface, to an epic fumble by Pepsi during its campaign with Kendall Jenner. Now, D.C. -based startup Gauge wants to make it so that brands don’t make these mistakes and are more strategic in their decision-making. Here’s how it works: Gauge uses focus groups to help companies make decisions and gives surveys to “tastemakers” and industry experts. Surveyees can download the app and are compensated with gift cards and cash for every questionnaire they complete. Users sign non-disclosure agreements and can complete text, video or audio surveys that help guide brands from across the country. The company uses artificial intelligence to analyze survey responses, providing its clients with detailed insight on the possible impact of their decisions. “With technology, we could create a better, cheaper and faster way for brands to...

Apr 9, 2019