London (UK), October 2025 - GWI today announced its first Spark API partnership, teaming up with AI-powered strategy engine Waldo to bring real data from real people directly into their intuitive dashboards. The collaboration makes Waldo the first SaaS platform to introduce GWI’s Spark API into their users' workflows, powering faster and more informed decisions.
The collaboration embeds a Spark API-powered GWI insights widget directly into Waldo’s platform. Waldo users who already see curated, audience-level insights, will now have another unique and proprietary data source to access, giving them a clearer view of consumer behaviour and sentiment, and what drove it.
Unlike dashboards or generative tools that rely on scraped or shallow data, GWI provides structured, survey-based insights drawn from a representative sample of 3 billion consumers across more than 50 markets. The data is anonymised, bias-checked, and GDPR-compliant. By surfacing these insights inside Waldo, decision-makers can act with confidence, with no setup, queries, or training needed.
Misha Williams, Chief Operating Officer at GWI, said: “This partnership with Waldo is a natural evolution for GWI and the first example of our Spark API being embedded into an AI-powered SaaS platform. It shows how real-time audience insights can enhance the tools businesses already rely on. With Waldo, we’re setting the stage for collaborations that bring human truth to AI.”
Justin Wohlstadter, Founder and CEO at Waldo, said: "Waldo is always on. It thinks about a brand when no one else is and brings actionable, strategic insights to the table. By bringing GWI’s survey‑based audience truth directly into our dashboards and agents — strategists, brand marketers & account managers can gain proactive insights and act on it the same day — without spinning up separate research or tools. GWI Spark brings truth and Waldo puts it where decisions get made. This will be a key unlock for agencies and brands everywhere."
For GWI, the partnership reflects a broader shift. The company has moved beyond being seen as a consumer insights platform to becoming the human insight layer for AI. For Waldo, it unlocks a powerful way to add depth to its AI-powered strategy engine with always-on signals for brand opportunity.
This is the first in a series of Spark API partnerships that will embed GWI insights into the systems and workflows where decisions are made. Future phases will take this further by bringing GWI data into Waldo’s AI assistant via conversational access powered by MCP.
EDITORS NOTES:
About GWI
GWI is a global insights company that provides real data from real people to help businesses make winning decisions with speed and certainty. Available on-demand, with survey data representing the views, behaviors and interests of 3 billion people across 50+ countries, GWI is the go-to for sales teams, marketers, advertisers, researchers and decision-makers in customer-centric companies. With more and more decision-makers looking to AI for answers, GWI acts as the human layer of insight needed to ensure every strategy is grounded in truth.
About Waldo
Waldo is an AI-powered strategy engine that turns audience, trend and competitors signals into real-time strategies that keep marketers ahead. Already used by Havas, GUT, Conair, Kettle & Fire, BSSP, Golin and more, Waldo levels-up agencies and brands with smarter, faster brand strategy; the ability to pitch better and win more business; and grow existing accounts.
Learn more at https://www.waldo.fyi