Saidot

Saidot wanted to be known for AI governance beyond Finland, and in six months we secured 62 pieces of coverage, more than half of it in tier-one media.

Building Saidot's name in AI governance across Europe

Saidot is an AI governance and alignment company that helps enterprises build safe businesses with AI. Public and private organisations use its SaaS platform to govern their AI systematically and to communicate about it openly. Its team combines machine learning, technical safety, policy, digital transformation and human-centred design, so it can support an AI programme at every stage.

Challenges

1. Limited brand recognition. Saidot's name was strong in Finland, and it needed to become visible and trusted across the wider European market.
2. Changing regulation. The EU AI Act and other new rules meant that Saidot had to give clear and authoritative guidance on AI governance.
3. A crowded market. Saidot needed to stand out from the other AI governance companies competing to lead the field.

Strategy

Newsjacking and thought leadership

Fast comment on the news. Quick responses to the news agenda, especially around the EU AI Act, won media coverage, backed by expert commentary and reactive comments that we prepared in advance for key publications.

Thought leadership. We positioned Saidot's executives, including Maria Koskinen and Bruna de Castro e Silva, as thought leaders on AI ethics and governance through interviews, bylines and proactive comment.

Media outreach and relations

A focus on tier-one media. We targeted top-tier outlets for reach and credibility, and secured interviews and features in publications such as the BBC, Business Insider and TechRadar.

Briefings and preparation. Detailed briefing documents and prep sessions, which covered every likely angle and line of questioning, made sure Saidot's spokespeople were ready for each interview.

Research from Saidot's own database

The Saidot Library. We worked closely with Saidot's catalogue of AI policies to develop the messaging behind its rapid comments and thought leadership.

Results

A large increase in media coverage

• Coverage came in 170% above target, which raised Saidot's visibility and credibility.

Stronger thought leadership

• Saidot's executives became recognised voices on AI governance and ethical AI, which strengthened the company's position in the EU market.

Newsjacking planned in advance

• Timely comment on the EU AI Act and other key issues kept Saidot at the front of the AI governance debate.

Closer media relationships

• Saidot built stronger relationships with the most relevant and influential journalists in its field.

“Having worked with the Resonance team over the past six months, I continue to be impressed by their proactivity and persistence. The team makes it their business to stay one step ahead of the rapidly evolving media landscape, frequently flagging excellent opportunities to showcase Saidot’s unique expertise and insight, as well as helping us to act on these opportunities in a swift manner.

Ultimately, we want Saidot to be the primary voice regarding AI safety and compliance, and Resonance’s persistent efforts have been instrumental in enabling us to achieve this. Resonance’s ability to build strategic relationships with journalists has really helped to put our company on the radar of top-tier publications.”

Veera Siivonen CCO and Partner at Saidot

Media highlights

In six months we secured 62 pieces of coverage, and more than 50% of it appeared in tier-one media.

• Financial Times, a letter on how the future of AI depends on sustainably sourced data
• BBC, a feature on AI governance and putting ethical AI into practice
• Business Insider, an interview on AI misinformation in elections
• TechRadar, a report on Saidot's EU AI Act research
• The Next Web, CIO and Verdict, coverage of the AI Safety Summit and wider AI governance issues