The tool, called Ipsos PersonaBot, allows users to interact with the personas identified in segmentation studies as if they were real people, and ask the personas questions via a secure portal on topics such as attitudes and behaviours, communication needs, and preferences regarding messaging and channels.

Users can also probe the personas further for deeper insights, with personas able to be questioned individually or together in the style of a focus group.

Ipsos PersonaBot is supported by Ipsos’ generative AI platform Ipsos Facto. A Healthcare PersonaBot has also been developed specifically to support healthcare segmentations and was developed in accordance with healthcare regulatory requirements.

Christophe Cambournac, global head of service lines at Ipsos, said: “The launch of Ipsos PersonaBot is a further step in leveraging the power of AI to help our clients make faster and smarter marketing decisions.

“We are proud to be ahead of the game in terms of AI in the market research industry, and to be able to provide a new dimension of insights and increased return on investment for our clients.”