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Media First has launched a new AI companion that is set to shape the future of media training.

The company, which has been delivering communication training for 40 years and works with some of the country’s biggest brands, has joined forces with Yoodli to create Thirty Seven.

The training tool combines Media First training expertise and experience with Yoodli’s cutting-edge generative AI technology to enable spokespeople to constantly apply and develop their media interview and presentation skills, build confidence and refine messages.

James White, the CEO of Media First, said: “Thirty Seven is essentially a media trainer who never goes home.

“It means spokespeople can privately develop and improve their interview skills with an AI journalist who adapts to their responses and asks realistic interview questions.

“It perfectly fills the gap between a media training course and that next media opportunity.

“The AI has learnt our training methodology.

“And it mimics journalists to ask the questions spokespeople are likely to face in a real interview and provides instant feedback on their performance.”

Varun Puri, CEO at Yoodli, added: “This is the perfect partnership.

“Yoodli’s AI-powered platform perfectly complements Media First’s training programmes, giving learners the tools to develop, refine, and excel in their communication skills.”

Thirty Seven enables spokespeople to test themselves with different styles of journalists in interviews based on their work, products, campaigns or initiatives.

The instant feedback covers things like eye contact, use of jargon and filler words, repeating negative language and landing key messages.

Key features and benefits of Thirty Seven

  • Real-world simulations: Practice media interviews, presentations, and crisis communications in a supportive, AI-powered environment.
  • Immediate and realistic feedback: Yoodli’s AI analyses tone, pace, clarity, and delivery, offering actionable insights.
  • Trusted insight: Thirty Seven analyses interviews and presentations based on Media First’s unique training methodology and unrivalled experience, including the use of interview control and messaging techniques.
  • Scalable training: Extend expert-level coaching across teams and organisations with on-demand AI coaching available in different languages.
  • Measurable communication outcomes: Track progress and tie communication improvements directly to business objectives using advanced analytics.

 

James added: “We know many of our clients are innovating with AI, and the technology is increasingly being used in the media.

“So, it is vital we are at the forefront of this evolution and make brilliant media training even more accessible and effective.”

As well as media and presentation skills training, Thirty Seven also offers leadership and management training based on the methodology and experience of The BCF Group, Media First’s sister company.

 

About Media First

Media First is the UK’s leading provider of media and communication skills training, offering expert coaching in media interviews, crisis communications, presentation skills, and public speaking. Working with 40 of the FTSE 100 – and trusted by organisations across industries and the public and charitable sectors - Media First has more than four decades of experience empowering professionals to communicate effectively in any situation. Learn more at mediafirst.co.uk.

About Yoodli

Yoodli is a cutting-edge AI communication coaching platform that helps professionals and GTM teams master communication skills in a private, real-time, and judgment-free environment. Trusted by Fortune 100 companies like Google, Yoodli’s SOC2 Type 2 and GDPR-compliant technology is used for sales certifications, leadership development, and more. Learn more at yoodli.ai.
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