Following the earlier launch of its AI chat tool, which allows users to query the company’s dataset, Morning Consult plans to introduce an ‘audience agent’ to profile consumer groups to include values, behaviours and psychographics.

Alongside this, a new ‘reputation agent ‘will track brand and trust metrics, while an ‘earnings prep pack agent’ – aimed at executives – will integrate financial, economic and consumer data into one briefing tool.

The tools are set to launch this autumn and winter.

Announcing the developments yesterday ( 24th September), Morning Consult chief executive and co-founder Michael Ramlet said: “The challenge for leaders is not a lack of information, but rather the ability to separate the signal from the noise and act on it quickly.”

Ramlet said the company's “AI-native approach” would help clients get the right insight when they need it. He added: “AI-native is more than a technology shift – it’s a new standard for how intelligence will be created and consumed.”

According to a press release, ‘AI-native’ refers to the way in which the company is putting AI at the centre of its workflows instead of layering it on to existing approaches. 

Pictured: Screengrab of Morning Consult’s homepage