The Matriochka double effect
Like Russian dolls, every piece of coverage holds another one inside. An article, a creator’s video or an online conversation first reaches the people who read it. It then becomes a source for ChatGPT, Gemini or Claude, which draw on it when asked about your brand.
Human recommendation, the raw material of AI
Whether someone is buying a product, assessing a company or choosing a partner, an AI’s answer is built from what journalists, creators and communities say. According to Muck Rack’s May 2026 study, 84% of the links cited by ChatGPT, Claude and Gemini come from earned content, not advertising. Human recommendation has become the raw material of algorithmic recommendation.
Four families of influencers, one programme
Media, creators, communities and AI: we activate all four together rather than in silos. Each has its role, and none is enough on its own.
Each lever feeds the others
Media authority gives AI something to cite. Content from creators and communities gives it something to corroborate. Visibility in AI sends people back to the brand and restarts the conversation. The system feeds itself.
Influences & Intelligences
Our signature comes down to two words, both plural. Influences: PR, influencer marketing and social media, three crafts brought together in one programme. Intelligences: that of our senior team, who advise, create and build relationships, and that of (link: https://mtrchk.com/en/matriochka-os text: Matriochka OS), our proprietary AI, which multiplies what they can do. Neither replaces the other: they work together.
Influences (PR, Influencer Marketing, Social Media) & Intelligences powers the entire decision journey, from reputation to awareness all the way to purchase, and it feeds itself.
Matriochka OS: our proprietary AI
A proprietary AI system that encodes our methods and draws on twelve years of experience and data. It multiplies what our senior consultants can do and puts the full intelligence of Matriochka to work for your brand.