Cint is currently working with its customers to shape how agentic AI is used for day-to-day research and media intelligence work. The company said an MCP would benefit customers by integrating Cint with multiple systems they interact with.

The MCP is an open standard, developed by AI company Anthropic, for connecting AI applications and large language models (LLMs) to external data, tools and systems. 

Built on the open MCP standard, the Cint MCP will allow users to carry out their research and measurement work using natural language prompts via the LLMs of their choice.

For research teams, Cint is looking to see how its MCP can support work across the research lifecycle, while on the measurement side, the company is exploring how it can help customers to activate measurement studies more easily and generate tailored insights.

Working with Potloc as an early design partner will offer Cint direct customer feedback to inform its development. The company is using the MCP server in its sampling working processes, with fieldwork managers using it to draft, price and validate target groups using LLMs. Cint is inviting further companies to be beta partners.

“AI is quickly changing how businesses access information, make decisions, and execute workflows, and we believe research and measurement need to be available within those environments,” said Lindsay Fordham, senior vice-president, product at Cint. “By working directly with customers such as Potloc as we develop the Cint MCP, we can build around real-world needs and create a more intuitive way for AI systems to access verified human and media intelligence.”