MFour said that its customers would be able to access a dataset of human prompts and responses on Gemini from the company’s first-party panel by asking MFour’s AI analysis tool Dani.

Dani could produce reports, find insights and recommend actions based on the data, with additional ability to survey consumers who contribute the data.

Each large language model conversation is linked to the same consumer’s demographics, web browsing, app usage, GPS-verified store visits, purchases and survey responses, MFour said.

The Gemini data is captured at the account level, covering conversations in the Gemini app on any mobile device as well as in any desktop browser.

MFour’s first-party panel members opt in to share behavioural data based on their shopping activities. The addition of Gemini follows a similar agreement between MFour and ChatGPT.

Chris St. Hilaire, chief executive at MFour Data Research, said: “AI is changing where brands win or lose consideration. If you can’t see those conversations, you’re missing a critical part of the buying decision.

“Adding Gemini expands that visibility beyond ChatGPT, revealing how consumers interact with AI and what they do next online or in-store.”