The tool, called Discuss Now, seeks to automate in-depth customer feedback using three AI agents, including sourcing audiences, carrying out interviews and delivering insights.

The three AI agents that make up Discuss Now includes Project Agent, which consults on teams’ target profiles and identifies the best audiences to contact.

Interview Agent carries out audio-led and video-led conversations and aims to adapt in real-time to answers, while the third agent, Insights Agent, turns interviews into actionable insights.

Discuss Now can be integrated into the broader Discuss platform to combine human-led and AI-led research with the option of adding key services as needed.

The platform also uses techniques like Retrieval-Augmented Generation (RAG) teams to augment how Discuss’ AI agents ask questions and deliver insights by informing it with external data like project briefs, participants’ past responses, industry reports and the interview styles used by human moderators. 

Simon Glass, chief executive officer at Discuss, said: “Our vision at Discuss has always been to help global organisations shatter assumptions by removing the barriers to understanding their customers.

“Human-led conversations will always be a central part of that equation, but we also see that AI-led interviews can help time-strapped marketers, user experience and insights teams quickly and easily keep a pulse on customer perceptions and feedback.”