Alltold
1 known investors
Alltold builds AI technology for the media industry, aimed at helping advertisers make their creative stand out, TV and film studios innovate in their creative process, and audiences find quality content amid growing volumes driven by generative AI.
Founders & leadership
Investors · 1
Company profile
researched Aug 2026Alltold develops AI technology for the media industry focused on measuring and shaping how people appear on screen in advertising, television, film, and generative AI output. Its stated premise is that the way people are represented in creative work influences sales, viewership, and ratings, and that advertisers, agencies, and studios therefore need tools to check whether content consistently reflects their target audiences — whether the people on screen were cast or synthetically generated.
The company groups its offerings into three lines: solutions for generative AI platforms, solutions for advertisers and agencies, and solutions for film and TV. It positions generative AI as a technology that can increase speed, personalization, and creativity while lowering production costs, but notes that generative systems do not produce depictions of people the way advertisers, agencies, and studios cast them. Alongside tooling for working with generative AI, Alltold offers measurement of representation in content of all kinds, not only synthetically generated material.
Alltold also publishes research using its measurement capability. One such report, "Onscreen Inclusion Across 50 Years of Super Bowl Ads," examines which people brands choose to feature in Super Bowl advertising, how that compares with the viewing audience, and how representation has changed over time; it is distributed via a gated download form that segments requesters by company type (brand, creative agency, media agency, TV broadcaster, media publisher, press, other).
Founding story
CEO Morgan Gregory spent more than 10 years leading strategy and operations for Fortune 500 companies at BCG, at Google Cloud's Office of the CTO, and at Google Research's Humans & Interactions group; she holds an MBA from MIT and a B.Sc. in computer science from UBC, and traces her interest in improving media to reading children's books after the birth of her first daughter. CTO Kree Cole-McLaughlin has more than 20 years of engineering experience, including 8+ years at Google building pipelines and Responsible AI models to understand people in media; he was a PhD candidate in mathematics at UCLA and holds a B.Sc. in mathematics from the University of Utah, and developed his focus on media impact at Google Research through collaborations on problems at the intersection of AI and media. The founders frame the company around the shift from a small, shared set of media channels to an environment of effectively unlimited content.
Business model
Alltold sells analytics and tooling to media-industry organizations, addressing three buyer groups: generative AI platforms, advertisers and agencies, and film and TV studios. Engagement begins through direct contact and demo requests rather than self-serve signup, and the site maintains separate channels for partnerships, press, and investor inquiries.
Traction
Alltold has named partnerships across three categories — expert and advocacy groups, data partners including Adland.tv, and consulting partners — and has published a research report on onscreen inclusion in 50 years of Super Bowl advertising, offered as a gated download.
Latest developments
Alltold published "Onscreen Inclusion Across 50 Years of Super Bowl Ads," a report analyzing who brands choose to feature in Super Bowl commercials, whether those people match the diversity of the viewing audience, and how representation has changed over time.
▸Full profile — market position, technology, go-to-market, history
Market position
Alltold positions itself as a supplier of representation measurement and tooling for a media landscape in which content volume — already expanded by social media, streaming, and video platforms — is expected to grow further with generative AI, requiring advertisers to break through, studios to adopt new creative processes while reaching diverse communities, and audiences to rely on better algorithms to find quality content.
Alltold was founded by Responsible AI specialists from Google and builds its models in collaboration with subject-matter experts and advocacy groups, which it describes as necessary for understanding the nuance and impact of choices made in estimating identity attributes. It covers both generative AI workflows and measurement of conventionally produced content, and uses data partners' media repositories to provide comparison benchmarks.
Technology
The foundation of Alltold's technology is a set of AI models, each of which estimates an identity attribute of a person appearing in media. These models are applied to measure representation across content types, including material that was not synthetically generated, and are complemented by benchmark analyses built on partner media repositories.
Go-to-market
The company markets through its website with contact-us and request-a-demo calls to action, dedicated inboxes for partners, careers, press, and investors, and gated research reports such as its analysis of 50 years of Super Bowl advertising, which collects company type and country from requesters. It also works with consulting partners it can recommend to customers that need help acting on the insights.
Generative AI platforms, advertisers and their creative and media agencies, and film and television studios. The company's report distribution form also identifies TV broadcasters, media publishers, and press as audiences.
History
The company is led by co-founder and CEO Morgan Gregory and co-founder and CTO Kree Cole-McLaughlin, described on its site as Responsible AI experts from Google. It has established partnerships with expert and advocacy groups, with Adland.tv as a data partner, and with consulting firms, and has published research including a report on onscreen inclusion across 50 years of Super Bowl ads.
Compiled by commissioned research from 6 cited public sources — announcements, filings, and press listed under research sources below.
Timeline · 2
launches, deals, and filingsAlltold lists Adland.tv as a data partner providing a large repository of media used to build benchmark analyses for comparison sets.
Alltold published a gated research report analyzing who brands feature on screen in Super Bowl advertising, how that compares to the viewing audience, and how representation has changed over 50 years.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 6
primary sources listed
- Alltoldalltold.ai · web
6 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Alltold do?
- Alltold builds AI models that measure how people are represented in ads, TV, film, and generative AI content.
- Who founded Alltold?
- Alltold was founded by Morgan Gregory, Kree Cole-McLaughlin.
- Who are Alltold's investors?
- Alltold's investors include Bungalow Capital.