Burson, the global communications agency focused on building reputation value for clients, has acquired Limbik Inc., the cognitive AI company behind Decipher – Burson’s predictive intelligence platform that forecasts how communications will resonate with audiences across more than 60 global markets. The move deepens Burson’s investment in AI as it looks to help clients navigate reputation, communications and stakeholder trust in an increasingly complex information environment.
Limbik and Burson had co-developed Decipher’s underlying technology over the past two years, giving Burson an early foothold in AI-native audience intelligence alongside its broader innovation suite, which includes Sonar, Reputation Capital and The Fount. With the acquisition, Limbik’s technology, engineering team and AI research team become part of Burson’s in-house operations, and Decipher will now be deployed across the wider WPP network through WPP Open.
“This work isn’t a separate service line item anymore. It’s foundational to every piece of client work we do,” said Burson CEO Corey duBrowa, adding that the acquisition gives the agency a faster, more predictive edge for clients globally.
Decipher forecasts how messaging is likely to land with audiences, including its potential virality and believability, before it reaches the market. As part of the deal, Limbik co-founders Zach Schwitzky and Josh Levin will join Burson as Global Heads of Innovation, reporting to Chief Innovation Officer Chad Latz, with the broader Limbik team joining Burson’s Innovation division.
“We built the cognitive framework that knows” how audiences respond, said Schwitzky, framing the acquisition as validation of Limbik’s approach to predictive communications intelligence.
