The tool called Smart Persona, simulates real-time interactions with synthetic representatives of target audiences and analyses their behaviours.

Smart Persona, which is developed by Plus Company using data from Leger, will seek to allow users to test ideas, concepts and marketing scenarios with synthetics personas representing target consumer groups.

Jean-Marc Leger, president and founder at Leger, said: “Our objective is to integrate artificial intelligence in a practical, meaningful and complementary way, and we have found the ideal partner in Plus Company to achieve that.

“For us, AI is not just artificial intelligence, it is augmented intelligence.”  

Sarah Mottet, vice-president, transformation and AI, at Leger, added: “Integrating Smart Persona enhances our offering while remaining true to our approach and methodological rigour.

“This innovation is a natural extension of our research work and enables our clients to fully maximise the value of their studies.”  

Karine Courtemanche, vice-president at Plus Company, and chief executive officer at Plus Media, said: “Our partnership with Leger marks an important milestone in the rollout of Smart Persona.

“Together, we are demonstrating that artificial intelligence can be integrated into research processes responsibly and strategically.”