The synthetic data validation services will use AI quality frameworks and human perspective to evaluate whether synthetic research – including AI-generated respondents, personas and insights – is culturally authentic, linguistically accurate and representative across global markets.

The move aims to help synthetic research providers, research agencies, client-side insight teams and survey platforms ensure that AI-generated insights can be trusted. It is also designed to help organisations identify issues including cultural and linguistic bias.

The offer includes synthetic output audits, multilingual benchmark validation and checking of AI personas across markets.

Omar Choudhry, managing director, THG Fluently, said: “As synthetic research scales, trust becomes the industry’s defining challenge. Organisations need to demonstrate that AI-generated insight reflects real markets, real behaviours and real cultural contexts. Independent validation should become standard practice for any organisation using synthetic insight to inform commercial decisions.”

THG Fluently offers language services to the market research sector and has offices in London, New York and Singapore.