Rival Technologies’ MCP will expand on existing open APIs and integrations to allow clients with agentic workflows built into their insights function a two-way connection to Rival’s platform.

The effect is that it will allow insight teams to bring human research into their own AI environments and agents, and use those same systems to help shape and inform research before data is collected.

MCP is an open standard, which means that Rival Technologies’ platforms can be connected to AI tools used by clients without integration work.

Rival Technologies is also releasing its first syndicated intelligence offering, called the Emerging Consumer Index, which tracks affluent Gen Z and Millennial consumers in the US and Canada.

The index will collect data every two weeks and uses AI to help subscribers investigate topics. The index will be available after the sixth wave of data collection, with the fourth wave currently in process.

Andrew Reid, chief executive and founder at Rival Technologies, said: “Our clients are already building agentic workflows into how they run insights.

“Rival MCP gives them the flexibility to work with their data on their own terms, pulling trusted human research into the AI systems they already use, and bringing those systems into the process before a single question is asked. It’s an investment in how insights teams will actually work as AI becomes part of everyday operations.”