Toast Launches StoryX: The Proprietary AI Platform that Digs Much Deeper to Find Authentic Stories for Brands

Sep. 22, 2025

Toast, the production agency, is proud to announce the launch of StoryX, a cutting-edge AI-powered story-finding platform designed to uncover authentic narratives and real people’s stories, and spark inspiration for casting on-screen talent. 

Developed in-house, StoryX uses the strengths of AI to unearth compelling, real-world stories that align with specific themes, talent traits, and brand values. The tool uses advanced AI to search disparate data sources, finding unique and diverse contributors and narratives that might otherwise remain undiscovered.

Sophie Bell, Managing Director at Toast said:

“Creative uses of AI are often criticised for moving us all towards sameness. We've developed StoryX to use AI to do the opposite – to champion authenticity. With StoryX, we’re not just finding new stories, we’re helping brands to connect with their audiences, through discovering authentic voices that truly resonate and bring their messages to life.” 

 

StoryX is an AI powered story-finding search and ranking platform, augmented by human editorial input and control. A StoryX report is generated for each brief, which is shared with clients for feedback before finalising. By using the platform, Toast will enable clients to make creative choices backed by a robust strategy.  

Bell added:

"In a matter of minutes, StoryX uncovers stories that it would have been difficult if not impossible for a research team to discover, and certainly not so quickly. It’s become invaluable for the team and clients have found the StoryX report supports with creative decision making."  

 

Having been tested across Toast’s client portfolio, StoryX enables agile, data-driven storytelling that’s authentic and meaningful.  

Bell will be speaking at the Cannes Corporate Media and TV Awards lecture series this month, demonstrating the StoryX tool and asking, ‘in a world of generative AI, is authenticity toast?’. 

Toast’s executive producer-led team helps leading brands, such as Nokia, BBC Storyworks and  The European Bank for Reconstruction and Development, craft narratives that use real-life stories to resonate with the audiences they reach.