What Edelman Data & Intelligence (DxI) does

Edelman Data & Intelligence (DxI), marketed as Edelman Intelligence, is the data, research, and analytics practice of Daniel J. Edelman Holdings, Inc., a privately held global communications firm founded in 1952. DxI delivers decision-grade intelligence to enterprise executives and boards, combining proprietary AI capabilities with human advisory expertise to predict emerging narratives, power strategic influence, and prove the business impact of communications and trust-building initiatives. Its offerings are organized around three core modules — Strategic AI Advisory, Advanced Data Solutions, and the Enterprise Trust Suite — supplemented by audience and stakeholder research, trust and reputation measurement, attribution and impact modeling (anchored by its proprietary CM3 econometric framework), and Generative Engine Optimization. Underlying assets include 25 years of Trust Barometer longitudinal data and the Edelman global office footprint.

The practice operates as a professional services engagement model: revenue is generated through customized, quote-based consulting and research projects sold consultatively to large enterprise clients, with delivery supported by a multidisciplinary team of AI experts, researchers, data scientists, engineers, analysts, and architects. Go-to-market is enterprise field sales, leveraging Edelman's brand credibility and global network rather than productized self-serve channels. Named enterprise engagements include work with Dove (personal care), LEGO (toys), and an unnamed global retailer (trust impact measurement), illustrating a horizontal enterprise motion across consumer, retail, and adjacent verticals. Recent capability investment has emphasized AI integration consulting and AI-search optimization, positioning DxI as a hybrid advisory-and-analytics provider rather than a standalone software or platform business.

DxI operates as a privately held subsidiary without external institutional investors, family-controlled through the Edelman parent, and is headquartered in New York with regional hubs in London, Dubai, and Hong Kong supporting service delivery across more than 25 countries. Recognition includes eight 2025 AMEC Awards for communications measurement and research. No patents, API products, disclosed funding rounds, or M&A transactions were identified in the provided material.

Name

Edelman Data & Intelligence (DxI)

Legal name

Daniel J. Edelman Holdings, Inc.

Website

https://edelmandataxintelligence.com

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

251–500 employees

Short description

Edelman Data & Intelligence (DxI) is the research and analytics practice of Edelman, providing AI-augmented advisory, data solutions, and trust measurement to enterprise executives and boards globally.

Ownership category

akta.pro rank

Product category

Communications Intelligence & Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Other Scientific and Technical Consulting Services (541690), Information (51)

SIC

Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Data Engineering, Integration & ETL/ELT Services (BPAEAHAB)

Keywords

• Communications research services
• Trust measurement analytics
• Enterprise data advisory
• Reputation intelligence consulting
• AI advisory services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Professional Intelligence Services: Edelman Intelligence generates revenue through customized consulting and research engagements serving enterprise clients. The revenue model is project-based professional services with ongoing advisory relationships, typical of B2B consulting practices.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Edelman Data & Intelligence (DxI) is a global intelligence and data advisory practice that delivers customized research, analytics, and AI-enabled consulting engagements to enterprise clients. Its core offerings combine proprietary trust measurement (rooted in 25 years of Edelman Trust Barometer data), AI advisory, advanced data solutions, and attribution modeling to help organizations anticipate risk, guide communications strategy, and prove the business impact of trust-building initiatives.

Product overview

Edelman Intelligence is a unified intelligence platform comprising three core service modules: Strategic AI Advisory (for embedding AI into business decisions), Advanced Data Solutions (for transforming data signals into intelligence infrastructure), and Enterprise Trust Suite (for enterprise-level trust measurement and management). The offering also includes specialized services such as Audience & Stakeholder Research, Trust/Reputation & Perception Measurement, Attribution & Impact Modeling, and Generative Engine Optimization. The platform fuses AI with human expertise to predict emerging narratives, power strategic influence, and prove business impact.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategic AI Advisory
• Advanced Data Solutions
• Enterprise Trust Suite
• Audience & Stakeholder Research
• Trust, Reputation & Perception Measurement
• Attribution & Impact Modeling
• Generative Engine Optimization

Quantifiable outcome

• Trust Impact Framework: A custom econometric framework quantified how communications build trust and how trust drives measurable business outcomes.

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature4 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Meltwater: Media and social intelligence platform serving PR, communications, and enterprise customers with monitoring, analytics, and reporting. Comparable on earned media measurement, narrative tracking, and AI-driven intelligence for communications teams.
• Kantar: Major global marketing data and analytics firm covering brand measurement, consumer research, and communications effectiveness. Comparable in client base (large FMCG/enterprise), research methodologies, and analytics-led service model.
• Morning Consult: AI-native global intelligence company offering survey research, brand tracking, and economic/political intelligence. Directly comparable on predictive narrative analytics, stakeholder research, and enterprise intelligence subscriptions — competing most on technology-enabled measurement.
• Ipsos: Global market research and public opinion firm offering audience research, brand tracking, and communications effectiveness measurement. Directly comparable to DxI's research, trust measurement, and attribution offerings, though Ipsos has stronger syndicated and productized data products.
• Cision: PR, communications, and media intelligence platform providing monitoring, analytics, and influencer outreach. Directly overlaps with DxI's communications measurement and stakeholder intelligence offerings, with a more productized/SaaS go-to-market.
• Nielsen: Global data and analytics company providing measurement of consumer behavior, media, and advertising effectiveness. Overlaps with DxI on audience intelligence, media measurement, and attribution modeling for enterprise clients.

Emerging players

• Zignal Labs: AI-powered media intelligence platform offering real-time narrative and brand reputation analytics. Comparable on AI-driven communications intelligence, though smaller and more productized than DxI's services-led model.
• Quid (part of NetBase Quid): AI-powered consumer and market intelligence platform specializing in unstructured data analytics, narrative mapping, and trend detection. Comparable on the 'Advanced Data Solutions' side of DxI's offering, with a more productized platform go-to-market.

Broad incumbents

• Accenture Song: Accenture's marketing, communications, and customer experience practice serving global enterprises with strategy, data, and AI services. Comparable on AI advisory for marketing/communications leaders, but operates at materially larger scale and broader scope than DxI.
• Gartner: Global research and advisory firm serving enterprise executives with syndicated research, benchmark data, and advisory services. Comparable on enterprise intelligence, executive-level advisory, and large research budgets, though Gartner's coverage is IT/general-business rather than communications-specific.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks3 records

Key highlights6 records

Customer concentration

• Xx.com/edelmanDxI
• YouTubeyoutube.com/@edelman
• LinkedInlinkedin.com/company/edelman
• Instagraminstagram.com/edelman

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Edelman Data & Intelligence (DxI)