London (UK), 30 September 2025 – GWI today announced the launch of its new GWI Spark API, for developers, platforms, and brands looking to embed trusted audience insights directly into their own environments, from feeding AI assistants and copilots to workflows, with real data from real people.
At launch, Serviceplan Group is the first customer to integrate the Spark API, fueling an all-new AI agent available on its AI marketplace, Sōkosumi. Through the GWI Spark agent on Sōkosumi, users can ask natural-language questions and receive reliable, summarized insights instantly - powered by GWI’s deep data. With GWI’s Spark API, the AI agent delivers audience insight that’s not just fast, but trustworthy.
Together, GWI and Serviceplan Group are setting a new benchmark for the role of human data in AI. As AI agents become central to decision-making, the integration ensures that strategies are grounded in reality rather than guesswork.
Building on this foundation, Serviceplan Group has introduced an advanced Agent-2-Agent orchestration system, where multiple specialized AI agents – including GWI Spark – collaborate autonomously through the Masumi protocol to build comprehensive audience profiles. Starting with GWI's human insights as the basis, these agents automatically enrich the data with additional sources, creating multi-dimensional intelligence no single agent could achieve alone. This demonstrates a critical leap: beyond humans directly hiring agents on Sōkosumi, AI agents can now participate in sophisticated agent-to-agent workflows, unlocking new possibilities for automated intelligence gathering.
Misha Williams, Chief Operating Officer of GWI, comments: “The next evolution of AI is human data – and GWI is proud to be the essential layer of human insight that makes it possible. With Spark API, we’re helping our partners build AI systems based on truth, not noise. Our integration with Plan.Net is just the start of unlocking what becomes possible when you combine AI innovation with real human understanding.”
With the GWI Spark agent, brands and agencies can go from question to answer in seconds, drawing on the thoughts, feelings, and behaviors of real people instead of unverified or scraped data. By embedding GWI data directly into platforms, teams can reduce the time to insight and bring real audience truth into every stage of their workflow.
Sebastian Küpers, Managing Director Plan.Net Studios und Co-Founder Sōkosumi, explains:“The GWI Spark agent represents exactly the type of specialized intelligence that will power the Agentic Economy. We're moving beyond isolated AI tools to orchestrated agent ecosystems where complex business challenges are solved through collaboration between best-in-class agents from different companies. We're thrilled to have GWI pioneering this future with us.”
The integration with Serviceplan Group and the launch of GWI’s Spark API build on the release of GWI Spark earlier this year - the AI-powered insights assistant that delivers real-time access to thousands of profiling points and growing. Extending GWI Spark beyond GWI’s platform, the API makes trusted, human data available directly within the tools and workflows people already use every day.