Determ

02/07/2026

Most PR teams have already tried AI. They asked it to prep a client call or draft a pitch, got something generic, and quietly decided it was overhyped.

The disappointment was earned, but the cause was not the model. It was using AI blind: no context about your business, no access to your data.
Asking a bare chatbot to prep you is like asking someone on their first morning to brief you before they have read a single file.

Two things change everything:

* Context: a knowledge base of your messaging, clients, spokespeople and voice.

* Data: a live connection to what is actually running in the media.

Same model, same question. One knows your world, one is guessing. That gap is the whole game, and it is the difference between AI as a toy and AI as a teammate.

Putting your media data on the right side of that line is exactly what Synthia AI and the Determ MCP are built for.

Most PR teams tried AI and got generic results. This is why AI isn't working for PR, and the two-move setup that fixes it.

25/06/2026

Most advice on AI for PR is either hype or fear. Neither helps a comms team decide anything.

So we wrote the guide we give people who ask which AI to use and what to know before they start: the assistants actually worth considering, the five concepts that save you money and a confidently wrong answer, and an honest split between the work AI should take off your plate and the work that stays yours.

The core idea: AI does not replace PR work. It redraws the line inside it. Monitoring, reporting, first drafts and media lists are most of the week, and that is where it earns its keep. Strategy, relationships and crisis judgment stay human.

Putting your own media data on the right side of that line is exactly what Synthia AI and the Determ MCP are built for.

17/06/2026

180 mentions overnight. One that matters. 58 minutes to standup.

The Determ MCP puts your media data inside Claude and ChatGPT, so you can ask "what's worth acting on before standup?" and get a triaged answer in about 90 seconds.

New on the blog: the anatomy of an AI morning brief - the real prompt, the real answer, and what it takes to set up.

The AI morning brief: how PR teams triage overnight media coverage in 90 seconds with the Determ MCP in Claude, before standup.

28/05/2026

When Ferrari launched the Luce, something happened on their own page that nobody planned for.

The most-used reaction on the brand's most-engaged launch post was not "Like." It was "Haha." Twelve thousand of them.

For context, our analysis platform tracked 26,918 stories of coverage in 72 hours - the kind of launch volume that usually drowns out anything off-narrative. But on Ferrari's own owned channel, the audience answer was already clear. The "Haha" count outweighed "Like" and "Sad" reactions combined. The top user comment, with 3,600 reactions of its own, read: "the first Ferrari that doesn't bother me not being able to afford it."

A few patterns we found in the Ferrari Luce coverage that PR and comms teams will recognize:

→ Two press cycles ran in parallel. Reuters and Bloomberg led with the share-price drop (Ferrari shares plunged more than 8%). Italian press carried former chairman Montezemolo's "destruction of a myth" critique. Same launch, completely different stories.

→ One journalist outdrew Reuters by 34× on the same story. La Repubblica's Antonello Guerrera tweeted Montezemolo's quote in English. 4.8 million views. Reuters' three corporate tweets about the launch combined for 141,000 views.

→ Earned negative beat owned positive by 2×. The most-engaged Facebook reel about the launch was not from Ferrari. It was FormulaPassion's reel of the Montezemolo critique. 70,000 interactions.

The full breakdown is on our blog, including the viral $645k Ferrari vs $35k Nissan Leaf comparison meme that drew 4.1 million views on X.

Ferrari Luce media coverage analysis: 26,918 stories in 72 hours, two press cycles, a 4.8M-view tweet, and the 'Haha' reaction that took over the launch post.