London (UK), November 2025 – GWI, the insights company, has announced a new integration with Anthropic’s AI assistant, Claude. From today, users of GWI can access real, reliable insights grounded in human truth, all without leaving their chat with Claude. The integration between GWI and Anthropic comes as demand for reliable data to feed AI grows, with GWI users now able to access representative, bias-checked audience data all within their AI chatbot.
By connecting its Model Context Protocol (MCP) with Claude, GWI is cutting down the time to insights and bringing trustworthy data directly into the AI tools people use every day. Instead of relying on scraped data or outdated information, Claude can now instantly generate outputs backed by real human understanding, with every answer a true representation of how people think, feel, and behave.
Tom Smith, GWI’s Founder and CEO, said: “By bringing GWI’s data to Claude, we’re giving every user instant access to accurate, reliable, trustworthy data - no dashboards, no data requests, just real, human insights directly inside your AI assistant. We’re connecting the world’s largest study of online consumers to the world’s most popular AI agents - starting with Claude and soon followed by ChatGPT”.
GWI data shows that 85% of professionals now use AI, with more than half doing so regularly. As adoption accelerates, the quality of data driving these tools is critical. With GWI’s data - representative of 3 billion consumers across more than 50 markets - AI agents have a trusted foundation of real data from real people.
This announcement builds on GWI’s growing momentum in powering human-centric AI. In September, GWI launched its Spark API and new partnerships with Waldo and Serviceplan Group, bringing real human data into tools people already rely on.
Upcoming integrations with Salesforce and ChatGPT will extend this mission, embedding real human understanding into the AI tools used by millions.
For more, visit: https://www.gwi.com/platform/mcp.