The tool, called Stravito AI Personas, aims to turn segmentation research into interactive consumer profiles, with users able to test ideas or messaging, simulate virtual focus groups, limit scope by region or market, and upload visual data for critique.

The tool will seek to contextualise research to extract insights and deliver traceable answers to queries, with the personas based on proprietary research and segmentation studies.

Consumer research professionals will also help to tailor each AI persona to company-specific needs. The AI personas have been trialled with coffee company Lavazza Group.

Stravito was set up in 2017 and is based in Sweden, with a presence in countries across Europe and North America.

Thor Olof Philogène, chief executive and co-founder of Stravito, said: “Stravito AI Personas is the next step in our evolution. It’s designed to deliver real-time segment-specific insights into revenue-driving workflows.”