Thomson Reuters is introducing a new face for enterprise AI, rolling out a character-driven campaign to differentiate its professional AI platform CoCounsel in an increasingly crowded market.

The campaign introduces “The CoCo,” the personification of CoCounsel, Thomson Reuters’s generative AI platform for legal, tax, risk, fraud, compliance and media professionals that combines the company’s proprietary content and research tools with AI to assist with research, document analysis and drafting.

Played by comedic actor Beth Dover, CoCo is positioned as the keeper of more than 175 years of Thomson Reuters knowledge, delivering answers with more sass and confidence than a typical AI assistant. Headquartered in Toronto, Thomson Reuters was officially founded in April 2008, through the acquisition of the British Reuters Group by the Canadian Thomson Corporation.

Image courtesy of Thomson Reuters

Amy Messano, chief marketing and communications officer at Thomson Reuters, tells strategy the company leaned into a character-driven approach to differentiate among professional audiences that have become inundated with AI claims that increasingly sound the same.

“The opportunity in front of us is larger than product adoption,” Messano says. “This is a category-defining moment. Professional customers are deciding which companies they can trust with AI, and we believe Thomson Reuters should help define that standard.”

Created with New York-based agency StrawberryFrog, the campaign launches across Canada to promote CoCounsel’s debut in the market last month. The 30-second hero spot is supported by placements in The Globe and Mail, National Post, The Wall Street Journal, Forbes, BBC, Paramount+, Amazon Prime and CBC, alongside social, streaming audio, out-of-home and trade-event activations.

According to Messano, the campaign will be measured across adoption, awareness, consideration, share of voice, pipeline impact and brand trust. She says it’s the company’s largest brand campaign in more than a decade and marks a shift from product-focused marketing toward broader brand storytelling.

“The biggest challenge was helping people see that AI isn’t separate from our legacy,” Messano says. “It’s an evolution of it. The market needs to see us not only as a source of trusted content, but as a company helping define what trustworthy AI should look like.”