When the combination of humans and artificial intelligence merges into a higher unity

At Retriever, we have highly skilled analysts employed to evaluate media coverage for companies and organisations. We know that human eyes see the most nuances, which can create the best insights. But through several years of experience, we also know that artificial intelligence can be used with advantage to support our skilled analysts. That is why we at Retriever make use of both people and artificial intelligence.

"Do you read all the publicity we receive in the media? Then you probably read a lot!"


This is one of the questions we often get when we talk to companies and organizations that work with evaluating their reputation. Because yes, we often read all the mentions of a company or organization in the media, and yes, that's why we read a lot of mentions every single day all year round.

The reason we do this is to create the right insights for companies and organisations. An analysis must be able to help answer questions such as:

Which of our messages do we get across in the media? Which stories perform better than others? How do the media portray us?

Many questions that artificial intelligence will not be able to answer. But we also see new opportunities in the use of artificial intelligence, and within the last several years we have developed several models based on artificial intelligence to both support the work of our analysts and to create new insights for our customers.


So what can artificial intelligence do?

While our analysts can create the insights for companies and organizations, artificial intelligence can create the overview. When we use artificial intelligence, it is often to process large amounts of data or to show the general lines that an analyst can then work on. You can also separate the two approaches by calling them a qualitative and quantitative way of processing data.

The possibilities within artificial intelligence can, for example, be to identify which people, organizations or themes are mentioned in a large amount of publicity and which we do not know in advance. Artificial intelligence thus provides the opportunity for new, exploratory insights into data, which the analyst can take as a starting point and work with further.


By using artificial intelligence about the above, we do not draw conclusions in our data before we process it, but it allows us to draw the right conclusions afterwards, which can provide new insights to the companies and organizations.

Which combination will suit your company or organization best?

Whether we use a combination of humans and artificial intelligence, only humans or only artificial intelligence is up to the individual company or organization and is ultimately about the output they need. And that is precisely why we are happy to be able to offer solutions that support the specific needs of each individual company or organisation.

To find out which type of measurement and analysis solution will suit your company best, you can start by answering the following:


  • Do you need to focus on trends or specific goals and insights when measuring your communication work?

    If your communication goals are tied to very specific numbers, such as how many proactive stories you get through in the media, you need the eyes of an analyst. Since press releases can vary in language and expression, we recommend a qualitative assessment of the publicity in order to come up with as precise a measurement as possible. If artificial intelligence is used for this, the number may differ slightly, as the media does not always produce a story in the same way, and therefore we cannot capture all the nuances.


  • Do you need to know how your competitors are portrayed in the media or how specific topics are portrayed?

    Here, a combination of artificial intelligence and an analyst will be the best solution. We can use artificial intelligence to identify the overall trends by looking at: who is mentioned, how much and in which media? If there is a need to delve further into and learn more from the insights, an analyst can process the data qualitatively and tell you what happens in the media when the competitor or the topic is mentioned.


Do you want to hear more?

Contact us to know more about how we can help you measure and evaluate your communication.

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