The tools, which all use Quilt.AI, filter through social media, news sites, blogs, search data and the open web and then use AI to decode and interpret consumer sentiment and cultural shifts.

Pureprofile said the new tools would reduce complexity by helping to make sense of unstructured data to identify patterns and guide strategic decisions for consumer insights.

The tools include Social Meaning, which is an all-in-one AI analytics platform that turns unstructured online consumer data into insights, with users able to use the platform to answer research queries.

Emerging Consumer Trends will allow users to use AI to analyse online conversations and track patterns across industries including fashion, food and travel to highlight emerging opportunities and insights.

Finally, Beauty Trends will track emerging beauty industry developments in Australia and across global markets.

Niamh Fitzpatrick, chief product officer at Pureprofile, said: “Without a clear understanding of emerging trends across multiple markets, brands risk missing key opportunities, misallocating marketing spend and failing to effectively engage their target audience.

“By tapping into these tools, brands can make smarter, more data-driven decisions with confidence, ensuring they are ahead of the curve and responding to market dynamics in real-time.”