MMC, an Omnicom public relations agency, introduced a new AI methodology for identifying cultural shifts before they become conventional wisdom. The methodology, brought to life through a proprietary engine called WEATHERVaiNE, uses AI interpretation to surface emerging narratives, behavioral patterns and community dynamics, then translates them into strategic communications insight.
While much of the marketing industry has focused on optimizing brand visibility in AI-generated search, MMC is using AI to interpret the culture surrounding brands. "For more than four decades, MMC has helped clients understand the forces shaping reputation, behavior and relevance," said Olga Fleming, CEO of MMC. "As business and culture become more interconnected, organizations that recognize emerging change earliest will be best positioned to lead. WEATHERVaiNE gives our clients a new way to identify cultural shifts, interpret what they mean and act with greater confidence."
How WEATHERVaiNE works
Traditional research asks people what they think. Social listening measures online reactions. AI, as applied in MMC's methodology, synthesizes relationships across publicly available information at scale to reveal emerging narratives and behavioral shifts. WEATHERVaiNE applies that methodology through a communications lens, transforming AI outputs into cultural intelligence that helps organizations understand not only what is changing, but why it matters and how to act on it.
"AI detects culture shifts as they happen, but the signal often goes unread," said Alex Sherman, CEO and co-founder of Bluefish, the agentic marketing platform that powers WEATHERVaiNE. "MMC recognized this cultural intelligence opportunity and created the vision for WEATHERVaiNE. Bluefish provides the technology and platform to bring that vision to life."
The engine is designed to answer questions traditional research can't, including which cultural narratives are gaining momentum, how communities form and what drives participation. For PR professionals looking to apply similar techniques, the AI Learning Path for Public Relations Specialists offers targeted training on using AI for cultural analysis and communication strategy.
What the World Cup analysis found
MMC tested WEATHERVaiNE during the 2026 FIFA World Cup, analyzing hundreds of thousands of AI-generated responses and narrowing in on nearly 5,000 focused on fan behaviors. The analysis revealed that cultural winners weren't the teams succeeding on the field. Though Spain lifted the trophy, emerging fan communities including Scotland, Norway and Japan gained disproportionate momentum by making fandom more visible, welcoming and shareable.
Among the findings: participation mattered more than pedigree. Scotland's AI presence rose 49 percentage points, while Norway gained 30 points in AI favorability. The stories interpreted most strongly by AI reflected three trends: rivalry shifting toward solidarity, polished performance shifting toward playful personality, and brand-led narratives shifting toward community-created lore.
Why this matters for PR and communications professionals
The methodology addresses a gap in traditional research: detecting cultural change as it happens, before it registers in surveys or social listening. For PR teams, that means the ability to reduce uncertainty in decision-making, inform communications strategy with foresight rather than reaction, and help clients build communities that people recognize, join and carry forward. The inaugural reading, called The Fan-Ready Blueprint, offers a framework for applying the approach to brand community building beyond sports.
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