GWI's Consumer Data to Feed Anthropic, ChatGPT

In London, GWI has announced an integration with Anthropic's AI assistant Claude, allowing its clients to access its representative, bias-checked audience data data from within the Claude chat interface. The firm says integrations with Salesforce and ChatGPT are also in the pipeline.

GWI's data covers consumers' values, purchase journeys, media usage, social media habits and other areas. The company, which now has additional offices in New York, Prague and Athens, was known as GlobalWebIndex when it was founded in 2009 by CEO Tom Smith. Last year it partnered with Dynata to launch a solution called GWI Audience Activation, offering end-to-end marketing based on pre-built or bespoke segments; and shortly after, it launched its Respondent Level Data (RLD) on the Snowflake Marketplace, giving users access to anonymised, unaggregated consumer data for advanced analytics.

The latest deal sees GWI's Model Context Protocol (MCP) connected to Claude, allowing the GenAI tool to work with data representative of 3 billion consumers across more than 50 markets and base its answers on 'real data from real people.'

'By bringing GWI's data to Claude,' says Smith (pictured), 'we're giving every user instant access to accurate, reliable, trustworthy data - no dashboards, no data requests, just real, human insights directly inside your AI assistant. We're connecting the world's largest study of online consumers to the world's most popular AI agents - starting with Claude and soon followed by ChatGPT.'

Web site: www.gwi.com .