SOFIAH NICHOLE SALIVIONews Editor
GWI has launched an expanded agentic AI portfolio, adding an AI intelligence layer to its product suite.
The new offering lets businesses access and analyse more than 45 billion verified datapoints through existing AI platforms, including ChatGPT, Claude and Microsoft Copilot, or through their own agentic infrastructure.
The portfolio is designed to connect GWI’s consumer attitudinal and behavioural datasets to AI assistants and agents through Model Context Protocol and the Spark API. This lets users interpret questions, identify relevant audiences and pull cited data from familiar large language model interfaces, rather than switching to a separate research platform.
The update also targets different users across organisations. Non-specialists can ask questions in natural language and receive responses shaped by guided workflow prompts, while in-house analysts and data teams can predefine audiences and segments for wider use across the business.
This structure is intended to keep self-service research aligned with agreed datasets and customer groups. Once an audience has been built, the system keeps conversations tied to it, applies standard filters and taxonomy to user queries, and interprets the intent behind questions to produce fuller answers.
GWI has grouped the new features into three main elements: guardrails, guided workflow and intelligent tools. In practice, audience tools identify customer segments and relevant datasets, prompts help refine user intent, and the system applies a consistent framework beneath each query so repeated questions return comparable results.
For businesses trying to widen access to market research while limiting inconsistency, this addresses a common issue with general-purpose AI tools. Companies often want staff outside specialist insight teams to use conversational interfaces for quick answers, while keeping those answers linked to approved definitions and
The latest release is aimed at both front-line teams and analysts by placing those controls inside the interfaces people already use. GWI says its underlying dataset is built from proprietary behavioural information collected over 17 years across more than 100 countries.
Alongside the broader portfolio, GWI has introduced an Ad-Selling Workflow for commercial and advertising sales teams. It is intended to help users produce pitch narratives based on consumer data about a client audience and its behaviour.
According to GWI, client-facing teams can ask questions in natural language without needing detailed knowledge of the core GWI platform. The workflow can operate through the company’s agentic products in large language models as well as in bespoke internal builds used by organisations.
The launch reflects a broader push by data and software providers to embed proprietary datasets in third-party AI assistants. As businesses adopt generative and agentic AI tools across sales, marketing and research functions, vendors are seeking ways to ensure answers are tied to trusted sources rather than open-ended model responses alone.
In GWI’s case, the company is positioning its human intelligence data as thee the risk of incomplete audience definitions, inconsistent segmentation and unsupported claims when teams use conversational AI to answer business questions
GWI describes itself as a human intelligence business focused on giving organisations a view of how people think and behave. Its clients include brands, agencies and media owners that use audience and consumer research to inform planning, campaign development and commercial strategy.
Founded in 2009, GWI says its dataset now includes more than 45 billion verified and proprietary behavioural datapoints collected annually, covering consumers in more than 100 countries.
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