The AI agent functionality, which was previously added to YouGov Profiles, will allow users to examine any YouGov dataset through natural language conversation.

The addition of the agents to Crunch makes the technology available across features including YouGov Surveys: Serviced, YouGov Surveys: Self-serve, YouGov Custom Research, YouGov CategoryView and YouGov Profiles+.

Clients who add their own third-party data to Crunch will also be able to use the AI agents to interrogate their own datasets.

YouGov said the expansion meant that any data collected from its 30-million strong global panel would be accessible via natural language questions, while there would be cross-tabulations and filters available for advanced users.

Users retain full control over the AI agents feature, with the ability to disable the agent at folder level for any client or project where the technology is not appropriate or desired, YouGov added.   

Joe Razza, chief product officer at YouGov, said: “When we launched the AI agent in YouGov Profiles, we reimagined how customers interact with audience data.

“Now we’re bringing that same capability to every dataset in Crunch – making the full breadth of YouGov’s data explorable at the speed of conversation.”