Automated MR Firm Marvin Adds 'Live Intercept' AI Tool

Oakland, California-based customer insights platform Marvin has launched an automated research tool called Live Intercept, which collects in-the-moment customer feedback via AI-moderated interviews directly inside digital products and on web sites.

Marvin's platform combines an intelligent knowledge repository, automated customer research tools and agentic AI, allowing teams to see everything they know about a customer and fill in the gaps, as well as analyze it with AI.

The new software 'turns the intercept into the research experience itself', by beginning an AI-moderated interview as soon as a customer consents to providing feedback. An AI interviewer follows a custom discussion guide, adapting questions and probing in real time. Participants can speak naturally and share their screens to show what they are trying to accomplish, and overcome any problems. Interview recordings and transcripts flow into Marvin's Knowledge Hub, which also includes CRM records, support tickets, existing research, product data, and customer calls. The firm's AI also surfaces themes and patterns, linking findings to the exact moments in the original conversations.

'When we launched our voice-to-voice AI-moderated interviewer in May 2025, we helped teams conduct qualitative research faster by removing scheduling barriers,' comments co-founder and CEO Prayag Narula. 'Businesses have since conducted thousands of interviews with Marvin, but recruiting the right customers was still slowing research down. That's why we built Live Intercept to put an AI Interviewer directly into the product or website, where customers already are. Our goal is to help companies learn faster than they build, so the voice of the customer shapes what gets prioritized and built next.'

The firm is online at www.heymarvin.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.