The agent, called Agent Spark, is integrated into AI platforms including ChatGPT and Claude, and uses first-party data to provide insights to users.

In addition, Agent Spark offers contextual AI trained on GWI’s global audience data.

Agent Spark is currently live in ChatGPT, Claude, Microsoft Copilot and the GWI platform, and available to GWI customers.

The launch follows recent link-ups between GWI and Anthropic (owner of Claude) and OpenAI (owner of ChatGPT) to allow clients to access audience data through the platforms.

Tom Smith, founder and chief executive at GWI, said: “Agent Spark doesn’t replace human judgment, it strengthens it.

“Agent Spark grounds AI in truth, helping teams across an organisation – from marketing and sales, to insights and product teams – make smarter decisions faster, and is available directly inside the tools they already rely on.”