Duel

Duel is an AI native brand advocacy platform for consumer retail brands, used by Charlotte Tilbury, Victoria's Secret, Unilever, Stanley, Spanx and Estée Lauder, with offices in London, New York and Bristol.

It treats advocacy as broader than either affiliate or influencer marketing. The advocates it manages include professional creators and ambassadors, emerging amateur creators, store associates and employees, and industry experts, all in one community. Store associates are the interesting case: retail staff who already sell the product in person are natural advocates online, and almost no other platform is built to manage and reward them at scale.

The feature set covers AI powered UGC collection, moderation, tagging and rights licensing across platforms, managed affiliate payments and code distribution, social tracking across TikTok, Instagram, YouTube, Pinterest, Facebook and review sites, and over 100 performance metrics. Compliance includes ISO 27001 certification and GDPR, with SOC 2 Type II expected in late 2026.

It positions itself for enterprise, scaling from 1,000 to 100,000 advocates with human strategic support alongside the automation. Pricing is not published. For a smaller brand, the creator tools in our influencer platforms section will fit better. Its social tracking covers review platforms as well as the main networks, which most advocacy tools ignore.