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Decipher Index
Decipher Index, created by Burson and Limbik, uses cognitive AI to evaluate and predict the impact of various themes with broad social, political, and organizational implications.
2024 is set to be a year filled with disruptive forces. From elections in more than 40 countries, to the Paris Olympics and ongoing conflicts in Ukraine and the Middle East, efforts to influence people will leverage various global and cultural issues. This inherently creates risk for organizations and brands. By understanding which themes are likely to energize online users, companies can mitigate potential reputational crises and build organizational resilience.
Middle East & Africa
PFI Rankings
Regional themes are ranked by PFI (Potential For Impact) as determined by our cognitive AI, which combines Virality and Believability to predict which themes are most likely to resonate with the adult population in each of five regions globally. Our PFI model sources artifacts (social posts, news stories, etc.) related to each theme from more than 1.5 million global sources to predict whether people in the region are likely to find the themes believable or trustworthy (Believability) and how likely themes are to energize online users (Virality).
Last Update:
November 13, 2024
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Bottom Line Up Front
Burson Decipher powered by Limbik can be deployed to quantify information risk in more than 100 countries.
2024 Elections supplants the predominant Armed Conflicts across the Middle East and Africa as a flurry of Trump nominees for diplomatic roles in the Middle East are driving online conversations. The nominations of Steven Witkoff for Trump’s Middle East Envoy and Mike Huckabee for the U.S. ambassador to Israel signal a strong pro-Israel stance, especially as Huckabee once argued that there was “no such thing as Palestine.” Considering Donald Trump’s vague promise to fix the war in Gaza, the Trump Administration will likely wield a heavy but unpredictable hand in dealing with the Middle East once in office.
The rushed replacement of the embattled project head of Saudi Arabia’s Neom mega-project influences Infrastructure which rose six spots. The departure of Nadhmi al-Nasr who faced a slew of human rights abuse allegations and poor working conditions, especially as he bragged he ran employees “like slaves” throws into question the status of the project and its viability. In other Saudi Arabian news, the debut of a massive attraction which featured a 20,000 square meter complex and a Disney Castle in Riyadh presents a new way for the media giant to take its attractions to underserved regions, delivering an almost theme park like experience in Saudi Arabia. The attraction presents a potential avenue for flexible and portable models for Disney to break into new markets.
