Confidence is a Competitive Advantage
ZigZag delivers narrative intelligence: the critical insight that AI alone cannot provide. We help leaders in government, enterprise, and civil society detect hostile narratives, assess reputational risk, and make defensible decisions with transparency and precision.
The Challenge
High-consequence leaders face a critical dilemma:
Artificial intelligence promises faster, data-driven decisions. Yet compelling dashboards often conceal a precarious reality—black-box algorithms with high error margins that lead to misinformed decisions, reputational damage, and wasted investment in flawed technology.
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Context is everything: Standard AI models flag keywords but miss irony, coded language, and cultural nuance. They confuse counter-speech with abuse and allow hostile narratives to pass undetected.​
Our Services
ZigZag combines graph-based natural language processing with narrative analysis methodologies grounded in social science. Our high-integrity analytics toolkit detects the structure and spread of hostile narratives, recurring storylines that target identities, institutions, and norms.
Beyond AI: Human-Level Understanding
Demystifying AI Training
We provide training sessions to demystify artificial intelligence and ensure the technical feasibility of your strategic ambitions.
Test & Evaluation Services
We offer test and evaluation services to assess the integrity and performance of your current AI systems.
Why
Zig Zag?
Deep Expertise. Explainable Algorithms. Decisions You Can Defend.
ZigZag is built for high-stakes environments where transparency and accountability are non-negotiable.
Human Truth, Not Algorithm Guesswork
We bridge the critical gap AI can't cross—understanding context, cultural meaning, and narrative frames that drive real-world impact, delivering defensible analysis that withstands regulatory scrutiny and board-level questioning.
Confidence is Your Competitive Advantage
We transform AI from a black-box risk into a strategic asset, giving your teams the transparency to act decisively, the assurance to defend every decision, and the insight to stay ahead of evolving threats.
Research Proven, Field Tested
Our methodology wasn't built in a boardroom—it was forged studying hostile narratives across platforms and languages, then validated against state-of-the-art AI in high-stakes, real-world operations where definitions fail and pressure is highest.
Who We Serve
Corporate
Financial Services | Energy & Utilities | Large Tech Platforms
Pain Points We Address
Expanding Model Risk Management obligations for AI
Reputation threats from misinformation and narrative attacks
High data-governance and retraining costs
ESG and Responsible Tech reporting pressures
Outcome
Protect enterprise reputation, meet regulatory transparency demands, and deliver board-level decision confidence.
Government
Defence | National Security | Policing
Pain Points We Address
AI assurance gaps in government decision systems
Model drift and retraining delays
Operational bias risks and reputational damage
Procurement friction from data-sharing constraints
Outcome
Enable early threat detection, audit-ready AI validation, and defensible briefings aligned with UK AI Assurance frameworks.
Civil Society
NGOs | Human Rights Investigations |
OSNIT Non-Profits
Pain Points We Address
Algorithmic opacity undermines evidential confidence
Donor and tribunal scrutiny requires transparent AI outputs
Analyst overload from massive text data volumes
Ethical AI compliance and Responsible Tech expectations
Outcome
Strengthen organisational credibility, support Responsible AI adoption, and deliver decision confidence for leadership and donors.