Discuss creates AI agents platform
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.”
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2 Comments
Neil Higgs
2 months ago
My reaction whenever an AI "salesperson" calls is instantly to hang up. I wonder if an AI agent to conduct the interviews will reduce response rates? For the other two components, I am sure AI will be valuable. But to talk to real people? I am less sure.
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Discuss.io
a month ago
Neil, you make a great point. Nobody wants to feel like they’re being interrogated by a robot. The moment a voice on the other end of the line feels inauthentic, most people disconnect, literally and emotionally. That's something our industry needs to navigate as AI becomes more embedded in how we connect with people. That’s also why the “how” behind AI matters more than ever. We’re seeing that when AI is built to be informed, not just intelligent, it behaves very differently. Using techniques like Retrieval-Augmented Generation (RAG), teams can augment how the AI asks questions and delivers insights by informing it with external data like project briefs, participants’ past responses, industry reports, or even the interview styles used by the best human moderators. All of this is so that it not only stays grounded in the project goals, it listens and dynamically adapts in a human-like way (based on the contextual data it was provided) rather than just robotically asking the next question in a script. We also don't believe AI should lead every conversation. There are absolutely situations where human-to-human conversations in research are irreplaceable, and it should stay that way. It's all about finding that balance of when to use human-led conversations and when to use AI interviews. And when you do use AI, considering how it’s designed and deployed to make sure it's building trust with your audiences. Appreciate you surfacing the tension here. It’s a conversation our industry needs to keep having.
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