PARIS — Launchmetrics is celebrating its 10th anniversary with a suite of new products that harness the power of generative AI to extract more value from its data and help brands navigate a rapidly evolving competitive landscape.

Michael Jais, chief executive officer of Launchmetrics, said the data research and insights company has been gearing up for the milestone by developing three solutions set to launch by early 2027.

The company is best known for its widely adopted media impact value (MIV) measure, which estimates the value of coverage across social networks and in the media using a proprietary algorithm, and which has become an industry benchmark for brand performance.

“Looking ahead, our focus is on taking measurement into its next phase, expanding analytics beyond quantitative performance into a strategic, qualitative intelligence layer that generates deeper insight and guides the decisions shaping tomorrow’s global brands, enabling them to move from reporting performance to actively shaping it,” Jais said in a statement.

In an interview with WWD, he explained how its new tools will help brands optimize their online presence and finetune their global marketing mix.

“We will be able to analyze transversally the impact of an aggressive social media strategy in terms of pricing, assortment and distribution strategy,” he said.

During its first phase of growth, Launchmetrics expanded by buying companies such as visual content creator and distributor Imaxtree in 2019, and Chinese influencer analytics platform Parklu in 2020, as it steadily expanded its data set.

Since its own acquisition by fashion and apparel-focused technology company Lectra in 2024, Launchmetrics has recalibrated its approach to leverage Lectra’s solutions, including pricing tool Retviews and marketplace management solution Neteven.

That allows it to not only offer additional qualitative analysis and recommendation to its existing network of 1,700 clients, but to recruit new customers among senior C-suite executives looking to sharpen their positioning amid a global slump in luxury spending.

“As volumes aren’t increasing, the onus is on price management,” Jais noted.

The first new tool, teased last year and now ready for a global rollout, allows brands to dive deeper into data to gauge not just brand reach, but also identity, visibility and relevance.

“The idea is to analyze a brand as we would a person, based on three key criteria which are soul, substance and style,” the executive explained.

“In total, we have 36 characteristics — 12 for each of these segments — and we’re able to benchmark 10,000 brands according to these identity criteria that we use to determine the intrinsic values ​​of the brand and where it sits within the competitive landscape,” he added.

The second solution aims to help brands optimize their online presence at a time when AI agents, or large language models, are playing a growing role in product recommendation and purchasing decisions. 

“Nowadays, 70 to 75 percent of Gen Z no longer use Google, but instead turn to ChatGPT or Claude for brand recommendations,” Jais noted. “It’s absolutely essential that we integrate LLMs into our analysis of brand perception.”

That’s likely to trigger a revolution in advertising spending budgets, since LLMs lean heavily on owned media — in other words, the digital channels a company owns and controls — and traditional media, which had fallen out of favor as companies pivoted their budgets to online content creators.

“The voice of influencers, who represented around 25 percent to 30 percent of earned media, will probably decrease,” he predicted. “This further reinforces the need to have a very balanced strategic approach to marketing mix.”

The third tool will focus on pricing by providing a bridge between the notions of desirability and perceived value. “You can’t define brand identity through the prism of desirability alone, as some brands are doing,” Jais cautioned. “Desirability matters as long as you have built a foundation of trust.”

With a team of more than 450 people, Launchmetrics has managed to ride out the current market turbulence so far. It posted annual recurring revenue of 45 million euros in 2025, up 8.7 percent year-over-year, with an EBITDA margin before non-recurring items of 17.5 percent, according to Lectra’s most recent annual results.

Jais described 2024 and 2025 as years of recalibration ahead of the next big push in performance analytics, which will be presented to clients this fall at special events in destinations including Paris and Milan.

“We think that 2027 and 2028 are going to be big years for us because we’re going to release these new products that are very different from what we’ve done so far,” he said.