Case Studies

Saidot

Written by Claire Williamson | Jul 4, 2024 10:32:38 AM

 

Positioning Saidot as a leader in AI governance by enhancing its brand recognition and amplifying its expertise in the European market.

Saidot is a leading AI governance and alignment company, enabling enterprises to develop safe, AI-driven businesses. Its AI governance SaaS platform is trusted by prominent public and private organisations to systematically govern AI and ensure transparent communication. Saidot’s interdisciplinary team brings together expertise in machine learning, technical safety, policy, digital transformation, and human-centred design, ensuring comprehensive support for AI initiatives. Through Saidot, enterprises can confidently navigate the complexities of AI governance and achieve responsible innovation.

Challenges 

  1. Limited Brand Recognition: Saidot's brand recognition was primarily strong in Finland. The challenge was to expand its visibility and establish its authority in the broader European market.
  2.  Complex Regulatory Landscape: The evolving regulatory environment, particularly with the introduction of the EU AI Act, required Saidot to provide clear and authoritative guidance on AI governance. 
  3. Differentiation in a Crowded Market: Saidot needed to distinguish itself from other AI governance players vying for leadership in the space. 

Strategy

Leveraging Newsjacking and Thought Leadership:

Proactive Comments and Newsjacking: Quick response to the news agenda, particularly around the EU AI Act, helped secure media coverage. This included providing expert commentary and preparing reactive comments for key publications. 

Thought Leadership: Positioning Saidot's executives, such as Maria Koskinen and Bruna de Castro e Silva, as thought leaders through interviews, bylines, and proactive comments on AI ethics and governance.

Media Outreach and Relations:

Tier 1 Media Focus: Targeting top-tier media outlets to maximise reach and credibility. This involved securing interviews and features in leading publications like BBC, Business Insider, and Tech Radar. 

Briefing Documents and Prep Sessions: Ensuring Saidot's spokespeople were well-prepared for media interactions with detailed briefing documents and prep sessions, going through all possible angles and lines of questioning. 

Research and using their own database:

Saidot Library: Engaged deeply with their AI policies catalogue to understand and develop messaging for rapid comments and thought leadership.  

Results

Significant Increase in Media Coverage: 

  • Achieved 170% over the coverage target, enhancing Saidot's visibility and credibility.  

Strengthened Saidot's Thought Leadership:

  • Positioned Saidot's executives as authoritative voices on AI governance and ethical AI, increasing their position in the EU market. 

Effective Use of Newsjacking Using Pre-emptive Planning:

  • Timely and relevant commentary on the EU AI Act and other key issues helped Saidot stay at the forefront of the AI governance conversation. 

Strategic Media Engagement:

  • Strengthened Saidot's relationships with the most relevant and influential journalists in the industry.

 

Media highlights: 

In six months, we secured 62 pieces of coverage, with over 50% of the pieces in tier-one media. 

The highlight pieces include: 



 
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