As digital audiences fragment across rapidly evolving online communities, brands are under growing pressure to identify where influence forms and how marketing investments translate into measurable outcomes. RAD Intel’s launch of Lickly introduces a new approach aimed at giving mid-market brands access to real time audience intelligence previously available primarily to enterprise organizations.
RAD Intel announced the beta release of Lickly, a new portfolio company and software as a service platform designed to deliver real time audience and creator intelligence for mid-market and boutique marketing teams. The company positions the platform as a solution to increasing inefficiencies in digital advertising, where global ad spending has surpassed $1 trillion annually and more than 40 percent of investments fail to reach the intended audiences or generate measurable results.
The challenge has intensified as digital culture becomes increasingly decentralized, with thousands of micro communities shaping consumer preferences and brand perception across social platforms. Large enterprises typically address this complexity through dedicated analytics teams and custom data infrastructure, while smaller organizations often rely on delayed reporting tools and static influencer databases that struggle to keep pace with changing audience behavior.
Lickly seeks to close that gap through an audience first intelligence model powered by artificial intelligence. Rather than beginning with creator discovery lists, the platform analyzes audience behavior in real time, mapping creators, communities, and content trends influencing consumer trust and engagement. The system continuously refreshes insights, allowing marketing teams to identify emerging demand, test messaging strategies before committing budget, and adjust campaigns as conversations evolve.
“Two quarters ago, someone ran a great deodorant campaign and everyone copied it,” said Jeremy Barnett, Lickly co-founder and CEO of RAD Intel. “That’s not strategy, that’s lag. Lickly shows you what the same shopper is into now, what they’re pairing with deodorant, what they’re complaining about, and what they’ll switch for, down to the micro-communities where taste forms. That level of detail is where real positioning comes from.”
During its beta phase, Lickly aims to eliminate time consuming research workflows common in creator marketing, replacing manual analysis and outdated databases with continuously updated audience insights. Teams receive a dynamic view of which creators align with shifting conversations and audience sentiment, enabling faster and more informed decision making.
Unlike traditional influencer platforms that work backward from creator rosters, Lickly focuses first on audience signals, helping brands align campaigns with communities where influence is actively developing rather than relying on historical performance snapshots.
“Before Lickly, we relied on manual research to find and manage influencers,” said Kellee Khalil, CMO of EnergyX and Lickly beta customer. “Within minutes of onboarding, we had a ranked view of our top performers and a clear set of high-fit creators inside the communities that actually shape our reputation. The depth of real-time audience insight makes it easier to see where trust is strongest and where to lean in, which is already elevating the impact and authenticity of our marketing programs.”
The launch of Lickly reflects a broader shift toward AI powered intelligence platforms that prioritize real time signals and audience context. As brands seek greater precision in creator marketing and community engagement, tools that bridge enterprise level analytics with accessible workflows may reshape how mid-market teams compete in the evolving digital advertising landscape.
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