AI Additions for Forsta

Research tech company Forsta has added new AI agents in its Research HX platform, promising to help users 'meet rising demands for speed and quality without sacrificing rigor.'

Forsta's HX (Human Experience) Platform is a suite of solutions for CX, EX and market research, promising to more closely align the three and give user companies 'a deeper, more complete understanding of the experiences of their audiences'. The company, which sometimes styles itself as PG Forsta, combines the tech legacies of Confirmit, FocusVision and Dapresy, and was acquired by and merged with healthcare solutions group Press Ganey in 2022. Five months ago, experience pioneer Qualtrics paid $6.75 billion to acquire the combined entity.

Forsta says the new agents embed intelligence directly into the research process, from survey setup and metadata management to verbatim analysis and executive-ready reporting. The update adds a new metadata agent that cleans and standardizes data before reporting begins; reporting features which automatically turn data into presentation-ready PowerPoint; and a new research agent which delivers tailored decision-ready insights from reports to surface key findings and conclusions 'in seconds,' with the added ability to query the content. The firm also says new agentic reporting and visualization capabilities are coming later in 2026, providing 'more options with less work.'

Tobi Andersson (pictured), the company's SVP and General Manager of Market Research, comments: 'We are embedding purpose-built AI at critical stages of the research process - from auto-generating report slides and accelerating verbatim analysis, to metadata management that speeds report setup and slide-level evaluation that strengthens how insights are presented. These capabilities deliver meaningful productivity gains while helping research teams move faster without compromising quality, rigor, or control. And this is just the beginning.'

The firm is online at www.pgforsta.com .