Edelman, the global public relations powerhouse, has recently appointed Ben Verley as the global head of predictive intelligence for its Data & Intelligence unit (DXI), signaling a pivotal moment for the company’s future in AI-driven solutions. In this newly established role, Verley will be responsible for expanding DXI’s predictive capabilities on an international scale and guiding the predictive intelligence team. His mission is clear: transform Edelman’s data communication landscape through innovative AI methodologies. Verley began his tenure at Edelman in January, directly reporting to Antoine Harary, DXI’s global president. He operates from the San Francisco office while residing in Oakland, California.
Centering AI in Strategic Plans
Expanding Predictive Capabilities Globally
Verley’s appointment underlines Edelman’s strategic commitment to enhancing client outcomes through the deployment of proprietary AI tools that provide insights at an unprecedented scale. Working closely with the Edelman.AI team, Verley aims to boost predictive intelligence services by integrating advanced AI functionalities. According to Harary, Verley’s extensive responsibilities include driving the expansion of predictive capabilities, spurring business growth, and innovating ahead of emerging trends in data communication. This strategy is expected to benefit clients across the U.S., U.K., EMEA, and APAC regions, potentially leading to significant advancements in how businesses harness AI and data analytics for communication purposes.
Verley’s new role takes over the responsibilities previously held by Matt Sato, who served as EVP and head of predictive analytics before transitioning to Burson as EVP and head of data science in December. By expanding on the duties encapsulated in the EVP title, Verley’s leadership role now encompasses a broader, global perspective. This shift highlights Edelman’s ambition to operate not just as a leading agency in the U.S. but also as a prominent force around the world in predictive intelligence and data communications. The predictive intelligence outfit within Edelman comprises roughly 20 employees in the U.S. and has seen a growth rate exceeding 20% over the past two years.
Collaboration with the Edelman.AI Team
The cornerstone of Verley’s mandate lies in his expected collaboration with the Edelman.AI team to enhance predictive intelligence services. By integrating sophisticated AI capabilities, Edelman aims to pioneer new ways to offer enhanced data-driven insights to its clients. This collaboration is not only about driving technological advancements; it also entails a strategic overlay to ensure that these AI-driven tools align with Edelman’s overall business objectives. As a result, the partnership between Verley and the Edelman.AI team could redefine the agency’s approach toward predictive intelligence, enabling the team to foresee market trends, customer behavior, and strategic communication opportunities with greater accuracy.
A significant part of this collaboration includes leveraging Edelman’s existing AI-driven products like the Trust Stream and the Impact Intelligence Dashboard. These tools utilize machine learning and AI to analyze data signals in real time, predict trust levels, and optimize communication strategies. The Trust Stream, for instance, helps in predicting public trust by interpreting data signals, while the Impact Intelligence Dashboard uses advanced machine learning for sophisticated modeling. These products have already demonstrated their efficacy, as evidenced by the Wild Algorithm campaign for the Ampara Institute for Wildlife Protection, which secured a Bronze Cannes Lion for Social Listening and Insight in 2024.
Verley’s Extensive Experience
Expertise with Global Brands
Verley brings significant expertise to Edelman, having worked closely with global brands like Google, Twitter, and Coca-Cola. His background in handling AI and analytics roles in large organizations ensures he possesses the requisite knowledge and experience to drive Edelman’s predictive intelligence objectives. Before joining Edelman, Verley was a senior director of AI and analytics at Amplify, and has held prominent positions in analytics and AI at Ethos, Facebook, and Accenture. This diverse experience provides him with a unique perspective on the intersection of AI, data analytics, and strategic communication, positioning him well to lead Edelman’s AI initiatives on a global scale.
Beyond merely holding key positions, Verley’s prior roles involved creating and deploying AI-related solutions intended to solve complex business challenges. His insights and pragmatic approach toward integrating AI into analytics frameworks are expected to catalyze positive change within Edelman. By drawing from his extensive background, Verley is tasked with the objective of not only maintaining the current growth trajectory of the predictive intelligence unit but also aiming for new heights in global collaboration and innovation.
Innovations and Achievements
Verley’s appointment comes at a time when Edelman’s predictive intelligence sector has already shown signs of significant growth, with over 20% growth in the past two years alone. One of his primary tasks will be to sustain and possibly accelerate this growth, leveraging his extensive background in AI and analytics to introduce innovative solutions that can be seamlessly integrated into Edelman’s service offerings. His leadership will also serve a crucial role in expanding partnerships and steering the predictive intelligence team toward new opportunities in the global market.
Despite recent challenges, including layoffs impacting 5.3% of its workforce due to anticipated revenue decline, Edelman remains committed to its AI and data-driven strategy. CEO Richard Edelman has expressed optimism for a strong performance in 2025. As part of this commitment, the agency is undergoing a restructuring process, which involved discontinuing sub-brands such as Edible, Revere, and Salutem. Nevertheless, Edelman reported a commendable revenue of nearly $1.04 billion globally in 2023, reflecting its resilience and adaptability in a challenging market landscape.
Future Prospects for Edelman
Leveraging AI and Predictive Intelligence
Edelman’s future heavily relies on its ability to effectively harness AI and predictive intelligence to deliver superior client outcomes. With Verley at the helm, the company aims to embed these advanced technologies into its core operations, enhancing the ability to predict market trends and client needs more accurately. These improvements are expected to translate into more informed decision-making processes, ultimately providing clients with a data-driven approach to strategic communications that is both innovative and effective. Verley’s leadership, coupled with the expertise of the Edelman.AI team, is positioned to drive these advancements forward, making predictive intelligence a cornerstone of Edelman’s service offerings.
The commitment to AI also comes with the responsibility of staying ahead of the competition by continuously improving and innovating. This involves not only developing new tools and techniques but also refining existing ones to ensure they deliver even greater value. With products like the Trust Stream and the Impact Intelligence Dashboard already in place, the focus will be on enhancing these offerings and possibly creating new ones that address emerging trends and challenges in the communications landscape. By doing so, Edelman aims to maintain its competitive edge and continue providing industry-leading solutions to its clients.
Strategic Leadership and Organizational Changes
Edelman, the renowned global PR firm, recently named Ben Verley as the global head of predictive intelligence for its Data & Intelligence unit (DXI). This move marks a significant step forward for the company’s future in AI-driven initiatives. In his new role, Verley will be tasked with expanding DXI’s predictive capabilities on a global scale and leading the predictive intelligence team. His primary goal is to revolutionize Edelman’s data communication strategies using cutting-edge AI techniques. Verley joined Edelman in January and reports directly to Antoine Harary, the global president of DXI. Operating from the San Francisco office, Verley resides in Oakland, California. This appointment follows a strategic push by Edelman to bolster its AI and data analytic capabilities, aiming to provide more insightful, data-driven solutions for its clients worldwide. Verley’s background and expertise in predictive intelligence are expected to play a pivotal role in driving the company forward in the rapidly evolving landscape of digital communication and AI innovation.
