Latest Offering in Burson’s Decipher Suite Focuses on Enterprise Technology Leaders
NEW YORK, March 25, 2025 – Burson, the global communications agency purpose-built to create value for clients through reputation, today announced the launch of Decipher Tech, an advanced AI-powered solution designed to enhance and perfect messaging impact across key B2B technology audiences including senior IT decision makers, developers, IT frontline staff and senior business executives.
Decipher Tech uses AI-driven predictive believability and virality indicators to forecast how messaging will resonate to ensure that enterprise technology brands can shape narratives that drive engagement with the right stakeholders and deliver business impact.
“The breakneck pace of innovation in enterprise technology, cloud computing and AI means that technology decision makers are constantly inundated with competing storylines,” said Matthew Lackie, CEO, Axicom, and Global Technology Practice Lead, Burson. “Beyond that, the wide range of audiences that make technology buying decisions requires discrete, precisely crafted, sector-specific intelligence and messages. Decipher Tech enables us to predict, with high accuracy, how a message will resonate with a specific technology audience. Our ability to anticipate reactions, assess risk and fine-tune narratives ensures maximum communications impact, reputation enhancement and protection and, ultimately, measurable business results.”
Decipher Tech was trained on the distinct perspectives of technology audiences, including developers at tech startups, SaaS companies, and cloud providers; frontline IT workers at government agencies, healthcare teams and educational institutions; senior IT staff at financial institutions, healthcare systems and multinational corporations; and senior business leaders at Fortune 500 companies, consulting firms, retail chains and logistics companies, among many others.
Decipher Tech’s predictive analytics also offer clients a scalable tool to benchmark against industry trends; test positioning, feature announcements and thought leadership content; monitor and mitigate credibility threads in an AI-driven landscape; and align narratives with market expectations.
“As we add more solutions to our Innovation Portfolio, Burson is continuing to push the boundaries of what’s possible with AI in service of our clients,” said Chad Latz, Global Chief Innovation Officer, Burson. “We’re seeing the enormous value of building customized AI models that reflect the wide variety of industries and market segments in which our clients do business. With every new model trained we’re better able to help clients solve their most consequential problems, harness opportunity and gain competitive advantage.”
Decipher Tech was created by Burson and its technology specialist agency Axicom in partnership with cognitive AI company Limbik and is part of PR Studio in WPP Open, WPP’s intelligent marketing operating system powered by AI.
