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A new content marketing platform is tapping artificial intelligence to match brands with content creators—but it doesn’t consider itself to be in the influencer business.
Built on technology from IBM Watson, the startup Props announced on Thursday that it’s raised $5 million for an official rollout with investors including tech development firm Axispoint and Jump Ventures CEO and founder Hari Ravichandran.
The company, which bills itself as a “post-influencer” platform, sets itself apart from more transactional services with a model in which brands sponsor the promotion of content from filmmakers, writers and other artists with no direct say in the actual creative process.