The partnership includes a non-equity financial commitment by Kantar to co-develop joint offers. The first of these, ‘EvaluateExplorer’, is designed to help brands find innovation opportunities and generate different concepts for new products and services.

‘EvaluateExplorer’, which will join Kantar’s set of innovation tools, uses Quilt.AI’s technology to analyse digital signals in combination with Kantar’s innovation and brand building knowledge.

Through the partnership, Kantar clients will gain access to cultural insights from public digital conversations in search, social, LLMs, generative AI agents and creator ecosystems.

Quilt.AI, founded in 2018, has built a platform that decodes internet-based data. The company works with brands and philanthropic organisations, and is based in Singapore, with offices in London and New York.

Nicki Morley, global innovation lead, Kantar (pictured), said: “Brands invest millions in innovation, yet one in three launches are dead or dying by their second year. It’s not because they’re bad ideas; culture shifts incredibly quickly these days and it’s easy to end up chasing the wrong opportunity.”

Morley said the new offer with Quilt.AI builds on Kantar’s “existing tech, data and platform investments with Quilt.AI’s technology, anthropologically grounded algorithms, and data capabilities”.

Angad Chowdhry, Quilt.AI co-founder said the joint offer “gives brands the big picture and the nuance” and would speed up the time it takes for marketers to make decisions.