Ruder Finn, one of the world’s largest independent marketing and communications agencies, has launched rf.Voices, a new integrated influence offering that blends AI-powered influencer marketing, customer advocacy, and paid amplification under a single, measurable framework. The platform is designed to help brands forge authentic human connections in an AI-driven landscape, where search and discovery are increasingly mediated by large language models.
By uniting trusted voices—from micro- and nano-influencers to industry experts, customers, employees, and partners—rf.Voices enables brands to move audiences from awareness to engagement and ultimately action, all within a data-informed ecosystem.
AI-Powered, Human-Led Influence
rf.Voices combines Ruder Finn’s Digital Integration Group expertise with Big Sky Communications’ customer advocacy know-how to deliver four core capabilities:
-
Audience Intelligence: AI-driven data synthesis, persona modeling, and audience insights for smarter activation.
-
Influence Mapping: Identification and matching of influencers and advocates using AI precision paired with human judgment.
-
Precision Amplification: Targeted paid activations to extend reach to high-value audiences.
-
Risk Intelligence: Compliance and monitoring frameworks to ensure brand safety while scaling influence.
“AI has fundamentally changed how people search and discover information, requiring brands to rethink how they connect with their audiences,” said Eric Petersen, Managing Director of rf.Digital. “In a world of LLMs and chatbots, social and influencers are where real human connection and authentic conversation still thrive.”
Unlike many influence programs that focus on vanity metrics like impressions or likes, rf.Voices tracks real impact, including next-step intent, quality of community conversations, shifts in brand perception, and long-term advocacy value.
“When influence and advocacy combine, it creates a groundswell,” said Eddie Miller, Managing Director of Big Sky Communications. “People take action, advocates feel passionate to share their stories, and momentum builds across communities. rf.Voices gives brands a structured way to build that momentum, sustain it, and measure it against behavior and business outcomes.”
Measuring Success Before the First Post
rf.Voices also flips traditional influence strategies by applying predictive AI modeling before any campaigns go live, helping brands identify the right voices and define success from day one. This forward-looking approach aligns with Ruder Finn’s broader AI-enabled communications strategy and underscores the agency’s commitment to marrying technology with human credibility.
By combining AI, advocacy, and precise measurement, rf.Voices positions brands to not just reach audiences, but to truly influence decisions and build loyalty in a digital-first world.
Join thousands of HR leaders who rely on HRTechEdge for the latest in workforce technology, AI-driven HR solutions, and strategic insights
