New York, NY (September 19, 2024) - Edelman has released a first-of-its kind research report, ranking trusted and enterprise ready AI tools for communications and marketing teams. Available now on Edelman.com, Edelman’s 2024 AI Landscape Report: The Communicator’s Guide to Finding AI Tools You Can Trust is the first in a series of unbiased, comprehensive evaluation guides designed to help those looking to enhance their marketing and communication strategies through AI while maintaining a focus on responsibility, sustainability, and brand safety.
The 40-page report reflects a year’s worth of research, evaluation, analysis, demos, and testing conducted by a dedicated team of AI experts within Edelman. Adopting a vendor-agnostic, impartial, and scientific approach, the team examined the industry’s first wave of generative AI tools based on the criteria of enterprise readiness, model data and quality, ethical considerations, explainability, and financial status.
“The world of AI has expanded rapidly over the past two years, providing our industry with tens of thousands of potential partners,” says Brian Buchwald, Edelman’s Global Chair of Product and AI. “This report is the result of Edelman’s own rigorous vendor research: we needed to find AI tools for our internal use and quickly came to see the complexity of the market required a more scientific approach to research than a normal procurement process. Core to Edelman’s AI philosophy is the belief that every interaction with AI should be a trustworthy one. In sharing this analysis, we hope that the industry can benefit from our rigor and learn from our experience to make informed decisions.”
“What we see in the market right now can only be described as: overwhelmed. There is a constant flow of new vendors, continuous upgraded solutions, and frankly misleading marketing messages and testimonials. This environment makes trustworthy guidance imperative,” says Zach Hofer-Shall, Edelman’s AI Ecosystem Lead. “We wrote this report because we believe in the transformational potential of AI tools, and we believe in the importance of using tools you can trust. Yes, you should adopt AI technologies, but only if you can do so responsibly.”
Edelman’s inaugural ranking examines three categories of generative AI products especially relevant for Marcom professionals: Major Large Language Models (LLMs) for broad use, Creative and Design tools for content and media development, and Analytics and Social Listening tools for insights and measurement. The bar for inclusion was high and focused on holistic products that offered a wider range of capabilities rather than products that fill a specific need. All featured vendors should be considered viable options, suitable for larger-scale priorities and requirements.
Download the full report and see Edelman’s rankings here.
The comprehensive report includes detailed analysis of each recommended platform, along with additional considerations for each category. Edelman’s AI Advisory services are uniquely equipped to be an impartial advisor for any communications team looking to integrate these tools into their day-to-day workstreams and processes and develop a winning AI strategy. Future reports will examine other product categories that relate to marketing and communications. “We must remember that a tool is just a tool. Its value depends on what you use it for and how well you use it,” says Buchwald. “At Edelman, we believe trust and responsibility are the cornerstones of successful AI integrations and are committed to guiding businesses through this complex landscape.”