Agent Spark is GWI’s AI consumer insights analyst. Ask a question the way you’d ask a colleague and get an answer in seconds, backed by 5.5 million interviews a year. Use it in the GWI platform or in the AI tools you already work in.
Explore Agent Spark
Speed and credibility, not one or the other
AI assistants answer audience questions in seconds, but those answers often come from across the internet, making them harder to verify. Answers you can trust take longer: you have to ask your insights team and wait for the response.
Agent Spark gives you both speed and credibility. It answers in seconds using GWI’s survey data from real people, so you can see the audience behind every figure. Just ask in plain language and get an answer you can confidently take into a meeting, a pitch or a plan.
Answers without the wait
Analyst-quality answers in seconds
Want to know how to reach movie fans or Gen Xers in Sweden? Ask anything about audiences and get an immediate, in-depth answer, with sources attached. No training needed.
Answers based on what people really think and do
17 years of research across 53 markets, all collected with the same meticulous methodology. Draw on 45 billion data points covering attitudes, behaviors, media habits, purchases and much more.
Work where you already work
Use Agent Spark inside the GWI platform or in ChatGPT, Claude and Copilot. Either way, you get all of GWI’s syndicated data: media, purchase behavior, attitudes and more.
For different teams
For researchers
Ad-hoc requests and one-off data runs take up time that could go on deeper work. Agent Spark handles them, and it won't flatten or misrepresent your data doing it.
- Hand off ad-hoc data runs and one-off queries
- Surface patterns and trends faster
- Keep your time for the analysis that needs you
Spark outputs connect straight into GWI's analysis tools, so you can explore an idea in Spark and carry it through to crosstabs when you want to go further.
For sales and marketing
Ask Spark a question in plain language and get an answer grounded in real people, without adding to anyone's queue. No research training needed.
- Bring proof to every pitch, from a source your client can't dismiss
- Back every budget ask with hard data
- Tailor a pitch without hours of research
Inside your AI tools and ours
Plug it in, in seconds
Connect Spark to the AI tools your team uses, so anyone can get to know their audience.
No switching, nothing lost
The same verified data in the GWI platform or your own tools. Nothing gets lost between them.
An analyst, not a chatbot
Spark segments, compares, and analyzes, drawing only on GWI's verified surveys rather than whatever it found on the web.
Ways to win with Agent Spark
Media planning
Find where your audience spends time and what grabs their attention, by age, gender, income and market, so you can build stronger campaigns with less wasted spend.
Pitching
Show prospects what they don’t yet know about their own audience: what they buy, what they value and how they differ from competitors’ customers.
Content marketing
Know which channels and formats your audience prefers, what they care about and what moves them to act. Compare by generation, interest or lifestyle.
Ranked by the people who use it
Agent Spark FAQs
What is Agent Spark?
Agent Spark is GWI's AI consumer insights analyst. Ask a question in plain language and it returns an analyst-quality answer grounded in real human survey data, whether you're working in the GWI platform or in an AI tool you already use.
How is it different from a general AI chatbot?
A general AI tool pulls from whatever it finds across the web, so answers come fast but there's no way to check them. Spark segments, compares, and analyzes GWI's verified survey data, so every response traces back to real surveyed people.
Where can I use Agent Spark?
Inside the GWI platform, or inside ChatGPT, Claude, and Copilot. Work in whichever tool suits the task, with no switching and no lost context.
What data does Agent Spark draw on?
GWI's own research: 2 million interviews a year and 45 billion data points, built on 15+ years of validated research across 53 markets.
Is it included in my plan, and does it cost extra?
Agent Spark comes with every paid plan at no additional cost, including access through your own AI tools. You can also sign up for free to start exploring it inside the GWI platform.
Does it replace my research team?
No. Spark takes the repetitive ad-hoc runs and one-off queries, so researchers spend more time on deeper analysis and storytelling.
How do I get started?
Sign up for free to explore Agent Spark yourself, or speak to an expert for a walkthrough with your own questions.