CoLab aims to bring agencies, brands and consumers together to address respondent quality issues.

As part of the partnership with Prograd, Verve has developed AI personas to simulate gen Z.

CoLab will use its members as a source to train market-level audience simulations which can be used to undertake repetitive, onerous, confidential or sensitive research tasks rather than requiring it of their human counterparts, according to Verve.

Sophie Goddard, executive director of CoLab, said: “Partnering with Prograd, the largest Gen Z mobile panel in the UK, means we have been able to bring a source of quality Gen Z voices into the boardroom when making critical business decisions.”

Prograd co-founder Marco Logiudice said: “Partnering with CoLab allows us to amplify the voices of our vibrant community in a way that drives genuine insight for brands, while ensuring our members are rewarded fairly. This collaboration is a leap forward in tackling the respondent quality challenge and delivering unparalleled access to the next generation.”