New Corporate Brand for UserTesting & User Interviews

In Bellevue, WA, USA, enterprise customer insights firm UserTesting has announced a rebrand - it will henceforth be known as Auros. The change reflects the firm's focus on 'a new challenge... training, evaluating, and improving AI', although its network of 7.6 million verified people will still be core to its offer.

Auros brings together UserTesting, User Interviews, and a growing AI business as one company. Participant recruitment platform User Interviews was acquired in January this year, and already offered AI training as one of its core services. Following the rebrand, the UserTesting and User Interviews names will continue as products under the new corporate brand. The company says that as AI systems become more capable, and it become increasingly difficult to distinguish authentic human activity from machine-generated behavior and data online, verified human input is becoming more important for training, evaluating, and improving how those systems perform. Meanwhile, those whose expertise if crucial for high-stakes AI work - including clinicians, lawyers, regulatory and compliance experts, and financial advisors - 'have always been difficult to reach at scale.'

'Anyone can source a thousand generalists by Friday,' says CEO Eric Johnson (pictured). 'Almost nobody can find twelve doctors willing to review a medical answer and tell you exactly why it's wrong. We can. That's the business now.' He adds: 'We spent twenty years building the infrastructure to find real people, verify who they are, and connect companies with their perspectives and expertise. As AI becomes more capable, access to real people and verified human expertise becomes more valuable, not less. Auros gives us a corporate identity that reflects the company we've become and the significant opportunity ahead.'

CMO Johann Wrede says the company 'didn't change its name to be seen differently,' but changed it 'because we've already become something different.'

Auros will provide an independent viewpoint: it does not build the AI models or AI products it's asked to evaluate. The firm states: 'Auros has no stake in the outcome, so it has nothing riding on the answer except getting it right for the customer.'

Web site: www.aurosglobal.com .