MCP allows AI applications and agent environments, such as Cursor, Lovable and Claude Enterprise, to query data sources directly using natural language.

YouGov’s addition of MCP support will allow the company’s data to be available directly within the AI tools and environments where AI development happens, with the feature targeted at AI engineers, data scientists, model builders and enterprise insights teams.

The company said that putting its data, including from its global panel, into AI-native environments would allow models and agents built on top of it to be based on reliable data. MCP access is available globally across YouGov Profiles and custom research data.

Stephan Shakespeare, chief executive and co-founder at YouGov, said: “The combination of a 30-million-member verified global panel, continuous daily data collection, and now native integration into AI agent environments adds up to something the market has not seen before: a human intelligence infrastructure layer that operates at AI speed.” 

Joe Razza, chief product officer at YouGov, added: “Whether you’re building an internal AI agent, insight tool, or a next-generation analytics workflow, MCP enables seamless, reliable, and secure connectivity to YouGov data directly from AI tools and agents.

“The launch of MCP reflects YouGov’s broader strategy to make its world-leading data accessible, interoperable and actionable across any experience layer.”