Opinium Unveils 'AI Council'
October 29 2025
London-based insights agency Opinium has launched an AI Council, with the aim of 'ensuring that every AI tool the company adopts is ethically tested, strategically aligned, and designed to amplify, not replace, human expertise.'
The firm, founded in 2007, has offices in London, New York and Amsterdam and employs experts in political, financial services, tech, industrial, healthcare and CPG research. Opinium says its global AI strategy has four core priorities:
- Expanding the boundaries of research through AI
- Empowering a human-led, AI-fluent workforce
- Harnessing the evolving AI toolkit to deepen and accelerate consultative insight, and
- Re-engineering workflows for faster, smarter client impact.
Plans for the Council were drawn up early this year following a comprehensive strategic review initiated by CEO James Endersby and led by a team of former Microsoft AI specialists. The Council is Chaired by
Josh Glendinning (pictured), Director and Partner at Opinium, and brings together expertise from research, technology, data science and operations. Among the benefits it should bring clients are new research capabilities such as conversational survey design, synthetic data, and predictive analytics; 'immersive, human-focused reporting'; ethical assurance, with all AI applications meeting or exceeding standards set by the MRS and privacy and data security regulations from countries and regions across the globe; and early access to partnerships and training, helping clients stay ahead in applying AI responsibly within their own organisations.
Endersby comments: 'AI is already reshaping what's possible in research, from how we uncover meaning in data to how quickly we can turn insight into action and impact. But this isn't about machines replacing people; it's about equipping our people with extraordinary new tools.' According to Glendinning, 'AI can transform every stage of the research process, but it must be guided by purpose, rigour, and responsibility. Our AI Council is here to make sure we get that balance right, unlocking innovation while protecting the craft of insight. By combining our deep internal expertise with the best external solutions, we're ensuring that clients benefit from the smartest technology, grounded in the human understanding that defines Opinium.'
The firm is online at
www.opinium.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
