Featuring “Cold Call”: BrandBastion Mixes AI and Human Judgment to Build Trust at Scale
From The Founder Mindset with Reza Satchu by Harvard Business School
September 2, 2026 · 28 min
About this episode
The episode discusses how BrandBastion uses AI and human judgment to manage social media interactions for brands.
Today, we’re sharing an episode from Cold Call, the chart-topping management podcast from our colleagues at Harvard Business School. Hosted by HBS Chief Marketing and Communications Officer Brian Kenny, Cold Call explores the real-world business case studies taught at HBS, with the professors who wrote them and often the executives and innovators who lived them. From the history of Hershey to today's biggest AI case studies, Cold Call breaks down the decisions, tradeoffs, and leadership lessons behind some of the most fascinating organizations. In today’s episode, you’ll hear from HBS assistant professor Julian De Freitas and BrandBastion co-founders, the case protagonists. Together, they discuss the AI-powered platform they built to help brands manage social media comment sections at scale, respond quickly to customers, and protect their reputation. This conversation is especially compelling given the guests’ thoughtful consideration of when brands should step in and respond to customers online, and how organizations can make the case for investing in moderation. To listen to more episodes, follow Cold Call on Apple Podcasts, Spotify, or wherever you get…
People in this episode
Host: Brian Kenny
Guest: Julian De Freitas
Topics covered
- AI
- social media management
- brand reputation
- customer engagement
- business case studies
Keywords
- AI
- BrandBastion
- social media
- customer response
- business case studies
- Harvard Business School
Mentioned in this episode
Organizations: BrandBastion, Harvard Business School
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