Cision has acquired Factmata, a media monitoring and analytics AI tool that tracks narratives online and highlights the ones that could help or hurt brand reputation and value.

“As the communications landscape is rapidly changing, it’s more important than ever as a professional to be able to do more than simply react as news develops,” said Jay Webster, Cision’s chief product and technology officer, as well as president of Cision’s Comms Cloud suite of tools. “Factmata’s unique expertise is helping brands and organizations identify risky narratives earlier and more reliably than a human can. This gives its users the ability to see what may be around the corner, rather than simply what is in the rear-view mirror.”

Factmata uses artificial intelligence to surface narratives driving online conversations. The product has the capacity to detect harmful narratives and can also identify impactful influencers and understand their stance.

“We believe our narrative monitoring technology has the potential to change the way brands do business by better understanding themselves through the lens of how media and consumers perceive them,” said Antony Cousins, Factmata CEO. The company prides itself on providing unbiased insights that help brands, agencies and organizations better understand the online world.