Edelman has confirmed it is rebranding its DXI division as Edelman Intelligence.
It marks a strategic shift as the firm responds to rising pressure on organisations to make faster, clearer decisions in a more fragmented and unpredictable communications environment.
In a statement on its website, Edelman said the new unit reflects a broader transformation in how data, analytics and AI are used across its global business.
It suggested traditional communications systems (built around siloed data and lagging indicators) no longer meet the demands of an AI‑accelerated landscape.
Gregory Gittrich, global head of Edelman Intelligence (pictured), said organisations now operate in “an entirely new environment” where narratives move at the speed of AI and trust is increasingly insular.
He warned that many teams still rely on outdated reporting systems designed to explain the past rather than anticipate what comes next.
Edelman Intelligence will integrate predictive analytics, trust intelligence, behavioural science, econometrics and AI‑enabled workflows into a single offering.
The firm said the goal is to help clients predict emerging issues, power real‑time decisions and prove the business impact of earned strategy.
Edelman stressed that the shift is not a simple rebrand. The new practice is built on a multi‑year investment in advanced data capabilities and is intended to embed “decision‑grade intelligence” directly into how organisations manage risk, shape narratives and measure performance.
The company said recent work using AI personas to test messaging, models that linked communications activity to major sales impact, and systems that identified reputational risks before they gained public traction.
Edelman said the organisations that will succeed in the next era will be those that combine human expertise with rigorous methodology and AI‑enabled intelligence, rather than relying on tools alone.