Ipsos and Stanford to Develop Synthetic Data 'Twins'

Ipsos has announced a partnership with the Politics and Social Change Lab at Stanford University (PASCL), which it says will 'pioneer' the use of AI and synthetic data in market and public opinion research, creating and validating digital twin panels.

Stanford's existing research on digital twins will be extended into the marketing field, while identifying and mitigating potential risks and limitations. Ipsos' KnowledgePanel will provide the foundational data for the project, which will roll out initially in the US and then worldwide.

Global CEO Ben Page says the deal 'solidifies Ipsos' leadership position in applying AI and synthetic data to market research.' He adds: 'Our unique combination of safe and agnostic technology platforms, world-class data science teams, and unmatched data assets puts us in a singular position to create safe, powerful, and culturally accurate digital twin panels.'

Professor Robb Willer (pictured), Director of PASCL and Professor of Sociology, Psychology, and Business at Stanford, says the partners are 'building a future where reliable synthetic data empowers researchers and businesses to make more informed decisions, grounded in a deeper understanding of human behavior,' and are 'committed to addressing the risks and limitations of this technology responsibly.'

The deal comes a day after Stanford announced it had laid off more than 360 employees following US government cuts to its funding.

Web sites: www.ipsos.com and www.stanford.edu .