LONDON: SEC Newgate announced the launch of TRUE, its proprietary Artificial Intelligence powered platform to run extensive and totally new-to-market semantic and reputation assessments.

TRUE is being launched in Italy in July following €1.5 million of investment and nearly three years of development in association with a pool of experts from international universities including Bocconi, Italy’s leading business school, and Imperial College London.

TRUE is initially functional in Italian but, from its inception, has been engineered to work in five European languages (English, French, German and Spanish, in addition to Italian) and will be progressively developed and fine-tuned to be operative in these linguistic contexts; English will be the next development stage of the platform, which is expected to be available during Q4 2020.

Commenting on this state-of-the-art technology, Fiorenzo Tagliabue, the Group’s CEO, said: “SEC Newgate has taken a significant step forward in boosting the communications industry’s influence in reputation assessment through the adoption of Artificial Intelligence. TRUE will provide unprecedented analysis capability for entities for which reputation is a strategic asset.  TRUE is the sole platform allowing continuous assessment and real time measurement of any reputational aspect across all available public data sources.

“TRUE moves away from traditional reputation assessment tools which only use sample data and were developed to create corporate rankings.  Our AI platform is a solid and consistent tool which can analyse an infinite number of data sources to support the protection and development of brand value.  It provides senior communications professionals and company executives with detailed insights into all the elements that are positively or negatively impacting their brand’s reputation, across a wide range of stakeholders.”

SEC Newgate specialises in research, advocacy and communications and achieves positive change for its clients by operating at the interface of business, politics, markets and media.

The Group’s entrepreneurial roots started in 1989 when SEC S.p.A. was created by Fiorenzo Tagliabue.  It became the number one agency in Italy and developed a European presence.  On 3 September 2019, SEC S.p.A. and Porta Communications Plc merged to create SEC Newgate S.p.A.  This created a top 30 global strategic communications group with a team of 600 SEC Newgate people based at 34 offices, in 15 countries and five continents – from London to Sydney, from Milan to Bogota, and Berlin to Shanghai.