Merlin
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The infrastructure behind your campaigns.

Merlin builds communications and reputation programmes on agentic infrastructure. Specialist agents share brand knowledge, campaign objectives and evidence across research, planning, content and monitoring. Communications experts guide the work, and your team approves strategy and external communications.

One infrastructure. From intelligence to action.

Merlin builds campaigns and workflows on agentic infrastructure. Specialist AI agents connect research, planning, content and monitoring around your objectives.

The agents share knowledge of your brand, audiences and campaigns. Evidence and approved decisions carry forward between tasks, reducing repeated preparation and keeping the work connected.

Communications experts guide the work. Your team approves strategy and external communications. Reviewed results update shared knowledge and inform improvements to workflows and future campaigns.

Information environment flows through Monitor, Understand, Decide, Act and Learn. Reviewed outcomes improve the next cycle. Persistent context and memory support every stage. Agents interpret, code enforces and humans approve consequential action.

Information environment

Media · AI models · Search · Stakeholders · Owned channels

  1. 01

    Monitor

    Detect material change

  2. 02

    Understand

    Verify and explain

  3. 03

    Decide

    Recommend and assign

  4. 04

    Act

    Approve and coordinate

  5. 05

    Learn

    Measure and retain

↺ Reviewed outcomes improve the next cycle

Persistent context and memory

Brand Context · Reputation Context · Evidence and claims · Authority · Decisions and outcomes

Agents interpret.
Code enforces.
Humans approve consequential action.

Public architecture view. Capability and automation scope are agreed per engagement. Open full-size illustration ↗
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One system. Signal to action.

Merlin’s connected specialist agents share context and pass work forward using agreed sources, permissions and approval rules.

Business objectiveHelp small businesses make international payments with confidence.
Merlin infrastructureAgreed sources · Permissions · Review rules
  1. Intelligence
  2. Strategy
  3. Media
  4. Content
  5. Human review
  6. Monitoring
  7. Learning

  1. Spot the signal

    Research agents identify and verify a relevant market development.

    Industry report

    Payment delays hold back small businesses

    Source identified

  2. Find the opportunity

    Strategy agents connect the signal to your objective, product and campaign.

    Your team approves the angle
    Objective
    Reach small businesses
    Product
    International payments
    Campaign
    Payment confidence

  3. Research the media

    Media agents check relevant journalists, recent coverage and media records.

    Media shortlist

    Payments reporterRecent coverage

    Business editorRelevant beat

    Sources linked

  4. Prepare the response

    Content agents prepare talking points, a brief, draft release and outreach email.

    Talking points
    • What changed
    • Why it matters
    • Your brand’s perspective
    Brief · Release · Email

  5. Review and decide

    Your team refines the recommendation, approves outreach and agrees next steps.

    Human approval before release

    Outreach pack

    Ready for review

  6. Monitor the response

    After approved outreach, monitoring connects coverage and stakeholder responses to the campaign objective.

    Campaign monitoring

    Track the response

    • Coverage and messages
    • Stakeholder response
    • Progress against objectives
    Evidence linked to the campaign

  7. Retain what was learned

    Your team reviews results and corrections. Useful evidence updates shared knowledge and informs the next campaign.

    Reviewed learning

    Carry useful knowledge forward

    • Retain evidence
    • Correct shared context
    • Refine the next workflow
    Your team reviews updates
Shared context

Brand · Campaign · Evidence · Reviewed decisions

Scroll to explore all 7 stages ↓7 connected steps

Reviewed campaign results update shared knowledge, media records and messaging for the next cycle.

Build on what
your team already knows.

Keep priorities, approved messages and useful evidence close to the work.

Less repeated preparation
Brand Context records your organisation’s approved priorities and messages.
Clearer options
Reputation Context brings together how external sources describe your organisation.
Knowledge for the next campaign
Your team reviews what to retain, correct or stop before starting again.

More capability.
Your judgement.

See the evidence behind a recommendation. Question its assumptions. Choose what happens next.

Agents interpret. Code enforces. Humans approve consequential action.

Agree permissions, approval routes, information access and retention before work begins. Validate the controls for your scope during procurement; no security certification or compliance guarantee is claimed.

How the infrastructure connects the work.

Shared context, specialist agents and human decisions connect every campaign. Explore the six layers that support the work.

Explore the six architecture layers
  1. 01

    Information environment

    Media, search, AI models, stakeholder and owned-channel signals.

  2. 02

    Context

    Brand Context, Reputation Context, approved claims and evidence.

  3. 03

    Intelligence

    Narrative analysis, audience interpretation and materiality.

  4. 04

    Decision support

    Objectives, scenarios, recommendations and response options.

  5. 05

    Governed action

    Permissions, human approvals, communications activity and escalation.

  6. 06

    Measurement and learning

    Outcomes, attribution, retained context and controlled updates.

Explore the eight-stage Operating Loop

What will your team build next?

Discuss retained campaigns, dedicated workflows or training for your team.

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