Alltold

What Alltold does

Alltold, Inc. is a US-based, privately held AI company that builds computer vision models to estimate representation attributes of people appearing in media content. Its models analyze images and video across six identity attributes — gender expression, age, body size, skin tone, sexual orientation, and visible disability — and are built in partnership with advocacy organizations (GLAAD, RespectAbility), research institutions (University of Toronto, Harvard), and industry bodies (Geena Davis Institute on Gender in Media). The company sells to three primary customer segments: advertisers and agencies (measuring representation in ad campaigns via Alltold Insights for Ads), film and television studios (analyzing libraries, seasons, and individual titles via Alltold Insights for TV Shows & Movies), and generative AI platforms (evaluating training data distributions, baselining model outputs, and providing prompt-iteration tooling to align generated people with brand and casting expectations).

The company's product portfolio combines subscription analytics with professional services engagements and consists of two core SaaS products (Insights for Ads; Insights for TV Shows & Movies) and a suite of generative AI evaluation sub-products (Training Dataset Evaluations, Model Baseline Evaluations, Alltold Prompt Iterations, and Alltold Prompt / Response Insights), supported by an enterprise tooling and integration offering. Underlying technology consists of proprietary person-detection and identity-attribute annotation models using responsible AI practices — representative training datasets, published data and model cards, and fairness measurement — with a proprietary non-binary gender expression scale that the company considers a differentiator.

Alltold operates a beta-program, enterprise field-sales GTM with "Join the beta" and "Request a demo" calls-to-action. Distribution is direct to enterprise customers; the company also runs a content-marketing motion through quarterly industry benchmarks (notably a partnership with Innovid covering the top 1,000 CTV ads), annual Super Bowl ad analyses, and historical fifty-year retrospective reports. The company is led by founders Morgan Gregory (CEO; ex-BCG, Google Cloud Office of the CTO, Google Research Humans & Interactions group) and Kree Cole-McLaughlin (CTO; 20+ years engineering, 8+ years building Responsible AI models for media at Google). No pricing, funding rounds, headcount, customer logos, or revenue figures have been disclosed in the available sources.

Name

Alltold

Legal name

Alltold, Inc.

Website

https://alltold.ai

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Alltold builds AI models that measure representation across six identity attributes — gender expression, age, body size, skin tone, sexual orientation, and visible disability — in ads, TV, movies, and generative AI outputs, serving advertisers, agencies, studios, and GenAI platforms.

Ownership category

akta.pro rank

Product category

AI-powered media representation analytics

NAICS

Motion Picture and Video Industries (5121), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Bias, Fairness & Representativeness Testing for Datasets (HDAAALAK)

akta.pro secondary industries

Data Labeling & Annotation Services (HDAAALAB), Psychometric, Aptitude & Cognitive Ability Test Content (EDAGADAK)

Keywords

• Representation analytics
• AI media measurement
• Diversity insights
• Responsible AI tools
• Content analytics

Headquarters

HQ city

Menlo Park

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Alltold Insights Subscription: SaaS analytics platform providing representation measurement in media content. Customers select and send ads or videos, Alltold analyzes and delivers reports on representation across 6 identity attributes with comparisons to industry benchmarks.
2. GenAI Evaluation Services: Professional services for evaluating generative AI platforms, training datasets, and model baselines. Includes training dataset evaluations, model baseline evaluations, and consulting for implementation.
3. Enterprise Tooling and Integration: Custom tooling for integrating guidelines, tracking, and reporting for people generation in generative AI workflows. Includes prompt iterations API and prompt/response insights reporting.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Alltold provides AI-powered representation and inclusion analytics for media content. Its computer-vision models detect people in ads, TV shows, movies, and generative AI outputs and annotate six identity attributes (gender expression, age, body size, skin tone, sexual orientation, and visible disability) for comparison against industry benchmarks. The platform also offers tools to evaluate generative AI training data, baseline model outputs, and iterate prompts so that AI-generated people align with brand, agency, and studio casting expectations.

Product overview

Alltold provides AI-powered representation insights for media content, offering a unified platform with multiple modules for measuring diversity and inclusion across ads, TV shows, movies, and generative AI. The core offerings include Alltold Insights for Ads and Alltold Insights for TV Shows & Movies, which analyze content along 6 identity attributes (gender expression, age, body size, skin tone, sexual orientation, visible disability). For generative AI platforms, Alltold offers specialized solutions including Training Dataset Evaluations, Model Baseline Evaluations, Alltold Prompt Iterations, and Alltold Prompt/Response Insights. All solutions are built on AI models developed responsibly in collaboration with advocacy groups and academic partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Alltold Insights for Ads SaaS analytics solution that measures representation in advertisements across 6 identity attributes (gender expression, age, body size, skin tone, sexual orientation, and visible disability) and delivers actionable analytics with comparisons to industry benchmarks for brands and advertising agencies.
• Alltold Insights for TV Shows & Movies SaaS analytics solution that measures representation within movies, episodes, seasons, shows, and entire content libraries across 6 identity attributes, delivering percentage of total people detected and screen-time analytics for film and TV studios.
• Training Dataset Evaluations Analytics service that evaluates the distribution of people across training datasets used in generative AI model development, delivering analytics from individual person detection to image/video level and insight into groups of people.
• Model Baseline Evaluations Service that measures distributions of people generated from trained or candidate generative AI models by generating a statistically significant set of images and comparing to training-set evaluations.
• Alltold Prompt Iterations Enterprise solution that allows organizations to set desired distributions across identity attributes and suggests prompt modifications to encourage people generation in accordance with guideline distributions.
• Alltold Prompt/Response Insights Reporting solution that measures how closely organizational people generations align to brand guidelines and organizational guardrails over time.
• GenAI Tooling Evaluation & Integration End-to-end service helping advertisers, agencies, and studios evaluate, select, and implement generative AI tooling for people generation, including baseline understanding, platform evaluation, pilot programs, and ongoing tooling for guidelines, tracking, and reporting.

Quantifiable outcome

• 9.7% of detected people shown with a sexual orientation in Q3 2024 CTV ads
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core and secondary.

• GLAADcoreStrategic or Co-development PartnerExpert and advocacy partner providing research, resources, and representative perspective for the LGBTQ+ community. Co-created annotation guides with Alltold, delivered training to teams, and continues to work with Alltold as new insights are developed.
• RespectAbilitycoreStrategic or Co-development PartnerExpert and advocacy partner providing research, resources, and representative perspective for the disability community. Co-created annotation guides and delivered training to Alltold teams.
• University of TorontocoreStrategic or Co-development PartnerResearch institution partner contributing academic expertise and research perspective for building responsible AI technology and annotation approaches.
• Harvard UniversitycoreStrategic or Co-development PartnerResearch institution partner contributing academic expertise and research perspective for responsible AI development.
• Geena Davis Institute on Gender in MediacoreStrategic or Co-development PartnerResearch institute focused on gender representation in media. Partner in developing annotation guides and providing expertise on representation measurement in film and TV content.
• Consulting PartnerssecondaryImplementation/ SI/ Consulting PartnerFirms specializing in helping customers move from insights to action when building Generative AI capabilities or analyzing their own IP. Alltold recommends appropriate partners based on customer goals.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Nielsen: Dominant media and audience-measurement incumbent for TV, streaming, and advertising. Nielsen competes for advertiser and agency measurement budgets and could credibly build inclusion/diversity overlays given its panel data and content catalogs.
• Kantar: Global market-research and ad-effectiveness measurement incumbent serving advertisers and agencies. Kantar offers broader audience-measurement and creative-effectiveness analytics that compete for the same buyer budget as Alltold Insights, but as part of a much wider portfolio of services.

Emerging players

• Reality Defender: Deepfake and synthetic-media detection platform serving enterprises, governments, and media organizations. Reality Defender competes for the same responsible-AI-for-media budget as Alltold, particularly with advertisers, agencies, and platforms concerned about AI-generated people in content.
• Fiddler AI: Responsible-AI and ML model-monitoring platform providing bias detection, explainability, and fairness analytics for enterprise ML. Fiddler overlaps with Alltold's GenAI evaluation and training-dataset evaluation capabilities, particularly for organizations auditing model behavior.
• HireVue: AI-powered talent-assessment platform that estimates candidate attributes from video and uses proprietary psychometric and behavioral annotation scales. HireVue shares Alltold's intersection of AI identity-attribute estimation with ethical-scale and annotation-quality challenges.
• Arthur AI: AI observability and model-fairness platform that helps enterprises monitor and audit ML models for bias, drift, and performance. Arthur is an emerging player in the model-evaluation space that competes for the same responsible-AI budget as Alltold's GenAI evaluation offerings.
• Hive: AI content-moderation and demographic-classification vendor offering person-detection and attribute models for images and video. Hive's model APIs overlap with Alltold's identity-attribute estimation and compete for similar enterprise AI buyers.

Direct peers

• Claritas: Audience-demographics and segmentation analytics provider serving advertisers and agencies with ethnicity, age, and household composition data. Claritas competes directly with Alltold Insights on demographic/identity measurement for advertising audiences and content.
• Clarifai: Computer-vision AI platform offering person-detection, demographic attribute estimation, and content-tagging APIs. Clarifai offers the same underlying capability stack Alltold builds on, and serves enterprise customers needing video/image analytics at scale.
• Innovid: Alltold's data partner for CTV ad benchmarks and a leading independent ad-analytics platform. Innovid operates in the same CTV ad-measurement category and shares the buyer (advertisers/agency measurement teams); the partnership reflects direct overlap on inclusion analytics for CTV ads.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/alltoldai
• LinkedInlinkedin.com/company/alltoldai

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Alltold