Boldspace Launches Brand-Owned AI Platform Boldstream

(MENAFN- PRovoke) LONDON - Two-thirds (63%) of senior communications leaders believe current AI tools are too generic and do not understand their brand, while 90% agree AI is essential to the future of comms, according to new research by independent agency Boldspace.

The research underpins the launch of Boldstream, an AI platform that helps manage core workflows in a single system. The platform is available to any organisation as a standalone service, not just Boldspace clients.

The 50-strong agency is shifting to a model where its strategic and creative teams work with clients inside a secure Boldstream workspace, co-creating campaigns and content underpinned by AI.

Boldstream, which has been in development since 2024, provides a secure, brand-owned AI environment where guidelines, tone of voice, products, audiences and compliance rules are held in one place, with data always owned by the client and not used to train underlying models.

Each task is routed to the most suitable large language model for the job, with more than 150 specialist agents across marketing and communications disciplines able to coach as they create, while unified paid, owned, earned and trend data enables real-time optimisation and decision-making.

According to Boldspace, the move reflects a split in the market between“commoditised execution and high-value thinking,” with low-margin, repeatable work being squeezed by AI and in-housing, while demand grows for strategic insight and distinctive creative ideas.

Boldspace's recent survey of 50 senior communications and marketing leaders (40% of whom had revenues of more than £1 billion) found that 79% see AI as essential to the future of comms, yet just 17% believe their teams have the skills required to leverage AI effectively and appropriately.

At the same time, senior leaders remain heavily reliant on agencies, while trying to cut costs and in-house more work: 66% are reliant on external agencies but are actively looking to reduce spend, while 65% are seeking to bring more services in-house. Just 7% of comms leaders said they had a comprehensive AI strategy in place.

Boldspace co-CEO Mike Robb said Boldstream was built to take on as much repeatable work as possible so that human teams can focus on judgment, ideas and orchestration, with AI powering the work and people still firmly in control.

“Communications teams are under relentless pressure to do more with less,” he said.“Boldstream is designed to make every communications professional more strategic and ensure every output from their team is demonstrably strategic and accountable, not by replacing human judgement but by co-creating within frameworks and plugging in real-time data, while enabling teams to learn as they go.

“The old holding company model is visibly breaking in front of us. Clients are rightly asking how they can cut costs but still get the sharpest thinking, faster work and a credible AI roadmap. Boldstream lets communications leaders move from AI experiments to an AI-native way of working, where their intelligence is secure, their data is unified and their teams are freed up to solve harder, more interesting problems. AI is the engine that powers the work, but humans remain the drivers.”

Launch users of Boldstream include Lucky Saint CMO Kerttu Inkeroinen, who said:“We have experimented with a lot of AI tools over the past year, and what impressed me about Boldstream was how quickly it could be grounded in Lucky Saint's guidelines, tone and commercial priorities. I'm excited about the power of this system and how it will drive more consistent on-brand outputs and ensure less time is spent on manual tasks that add little value.

“That combination of efficiency and control is what makes Boldstream different for me: it will help our team move faster while actually increasing confidence that what we put into the world is right for the brand.”

Boldstream is now onboarding clients – including a leading retailer, energy supplier and delivery service – via a waiting list, with rollout planned over the coming months.

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