The Allen Institute for AI, established by Microsoft co-founder Paul Allen, has a world-class reputation among the scientific community for delivering impactful AI research in service of the common good. But even for an esteemed research institute, breaking through the saturated AI conversation required a strategic approach and deep media relationships.

Working closely with Ai2, Archetype implemented a three-part plan that would raise Ai2’s visibility among press, while creating a solid foundation for ongoing thought leadership engagement.

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First, the team leveraged Archetype’s media relationships to land several tier-1 introductions for Ai2’s CEO, Ali Farhadi. This resulted in interviews with CNBC, Fortune, The Wall Street Journal, Wired, and more which elevated Farhadi’s thought leadership immediately, and drove a sharp increase both in coverage and inbounds.

Next, Archetype developed a strategic narrative and launch strategy to introduce Ai2’s first large language model (LLM) – OLMo 7B – as the largest open LLM on the global market. That positioning drove significant media attention, resulting in OLMo trending at #1 on HuggingFace and driving 500k downloads with coverage in Axios, Fast Company, TechCrunch, and more.

Archetype sustained the momentum by lining up speaking appearances for Farhadi – including Axios AI, Cerebral Valley, and TechCrunch Disrupt – and hosting research desksides with outlets like Bloomberg, GeekWire, Wired, and more.

Within the first six months, Archetype secured 180 stories and nearly 2 billion impressions – a 260% increase over Ai2’s coverage earned over the entire year in 2023.