Claude enables instant market research with GWI audience data
Anthropic's AI assistant, Claude, can now deliver instant market research through a new integration with GWI and its Model Context Protocol (MCP).
This integration allows users of Claude to access bias-checked, audience data from GWI directly within their conversations, aiming to meet the growing demand for reliable data that is representative of genuine human sentiments and behaviours through artificial intelligence platforms.
The partnership enables Claude to generate responses informed by GWI's insights, which are based on surveys representing the views and behaviours of 3 billion consumers across over 50 markets worldwide. Users no longer need to switch interfaces or initiate special data requests, as reliable insights are now available within the AI assistant's chat environment via the MCP connection.
Streamlining research
By integrating GWI's Model Context Protocol with the Claude platform, the companies have designed a process that aims to reduce the time required to access useable insights. Outputs generated by Claude, in conjunction with GWI, are now underpinned by up-to-date, bias-controlled research rather than by publicly scraped or potentially outdated information.
Describing the significance of this move, Tom Smith, GWI's Founder and CEO, said:
"By bringing GWI's data to Claude, we're giving every user instant access to accurate, reliable, trustworthy data - no dashboards, no data requests, just real, human insights directly inside your AI assistant. We're connecting the world's largest study of online consumers to the world's most popular AI agents - starting with Claude and soon followed by ChatGPT".
GWI's own research highlights that 85% of professionals use AI, with more than half incorporating it regularly into their workflows. As the adoption of AI tools accelerates, questions around the quality and representativeness of the underlying data have become more pronounced. The integration aims to ensure that AI-generated outputs are built upon a broader and more accurate foundation of consumer data that is regularly verified and bias-checked.
Extending human insights
The latest collaboration is part of wider activities by GWI to enable what it describes as "human-centric AI". Earlier initiatives this year include the launch of the Spark API and the commencement of new partnerships with Waldo and Serviceplan Group, all providing real human data within established digital tools.
The company states that upcoming integrations with other platforms, specifically Salesforce and ChatGPT, are in development and will further embed GWI's audience research into widely used AI environments. These steps are designed to bring validated, real-world perspectives into the automated processes and decision-making capabilities of leading artificial intelligence tools.
GWI's dataset is described as being representative of the opinions, interests and behaviours of people across more than 50 countries, ensuring that data accessed through Claude is both timely and globally relevant. The use of bias-checked and regularly updated survey data aims to address long-standing concerns about AI tools referencing inaccurate, disparate or outdated sources.
Tom Smith commented on the scope of the partnership and the direction of GWI's initiatives:
"By bringing GWI's data to Claude, we're giving every user instant access to accurate, reliable, trustworthy data - no dashboards, no data requests, just real, human insights directly inside your AI assistant. We're connecting the world's largest study of online consumers to the world's most popular AI agents - starting with Claude and soon followed by ChatGPT".
The integration is now live, with GWI and Claude users able to access audience data within AI-driven market research and analytics workflows. The development reflects a broader trend towards immediate, data-backed insights within the digital workplace and highlights an increasing overlap between AI capabilities and human-sourced research data.
