Multiplier Labs releases free AI tools for brands

Multiplier Labs releases free AI evaluation tools for brands

Multiplier Labs is making two new evaluation tools available to the industry for free. Kern Egan, the CEO of the branding agency, founded the company in 2022. His firm works with dozens of brands, including Amazon, Caterpillar, Extreme Networks, and Raymond James, along with rights holders like the SEC Network. Although Multiplier makes its money through consulting and activation work, Egan has consistently pushed the firm to invest in technology and develop its own innovation. Multiplier is being recognized as one of Fast Company’s Best Workplaces for Innovators in New York City this evening.

The tools, called Property Pulse and the Brand Heat Check, were originally built for internal use. They allow Egan and his team to quickly gather information and start applying their expertise without getting bogged down in initial research. This combination of technology and human insight helps identify the best sponsorship and marketing opportunities in sports. The new software uses AI to analyze sports properties and brands, offering a starting point for evaluating potential deals.

Users enter a rights holder or brand name, and the system runs a mix of targeted searches to generate a set of scores within a few minutes. The output includes an overall score out of 10, a confidence level in the evidence, and a general assessment of momentum. The results break down into nine categories of relevance, providing detailed reasoning for each subset. Sam Klein, Multiplier’s AI adviser, noted that the tool distinguishes between genuine news and paid sponsorships. It flags content that mentions a deal but does not provide context, then digs deeper to find what else is part of that arrangement.

Developing these tools took about three months. Egan said the intention is to provide public value rather than keeping the technology internal. Many participants in the rights holder-brand relationship lack the personnel, manpower, or resources to perform this level of research. He added that while the tools are not meant to replace expert judgment, they offer a useful starting point for making large decisions. The focus remains on helping clients make better choices with less effort. “You wouldn’t make a $10-million decision off the results of this report,” said Egan, an SBJ Forty Under 40 honoree in 2011.