GWI unveils Agent Spark to power AI with real audience data

GWI has launched Agent Spark, an insights agent designed to integrate the company's audience data into widely used AI platforms, including ChatGPT, Claude, and Microsoft Copilot.

GWI described Agent Spark as an always-on tool for marketers, analysts, and other decision-makers. The company stated that the product utilises its proprietary dataset and operates within the AI interfaces that many teams already use for their daily work.

Agent Spark draws on what GWI called billions of verified responses across more than 50 countries. GWI said the system can query more than 35 billion data points in seconds.

The company positioned the product around "human-grounded" insights and audience behaviour. It also highlighted controls around data sourcing and privacy. GWI said the outputs rely on first-party data and do not depend on scraped or synthetic sources.

Tom Smith, Founder and Chief Executive Officer, said the product would sit alongside human decision-making rather than replace it.

"Agent Spark doesn't replace human judgment, it strengthens it," said Tom Smith, Founder and CEO at GWI. "Agent Sparkgrounds AI in truth, helping teams across an organisation - from marketing and sales, to insights and product teams - make smarter decisions faster, and is available directly inside the tools they already rely on."

Platform integrations

GWI said Agent Spark currently works in ChatGPT, Claude, Microsoft Copilot and the GWI platform. The company also said it plans integrations with additional AI platforms.

The launch comes as many organisations standardise on conversational AI tools for research, drafting and internal analysis. Several data providers have started packaging proprietary datasets for use in large language model workflows. Companies have focused on data lineage, usage rights and auditability as generative AI spreads into decision-making roles.

GWI said Agent Spark uses natural language processing to allow users to explore audiences, behaviours and cultural trends. It framed the product as a way to reduce manual research and switching between tools. The company also said it shortens the time needed for audience analysis tasks.

Target users

GWI has confirmed that Agent Spark is now available to existing customers. The company anticipates broad adoption across various roles, including sales leaders, brand marketers, product managers, creatives, and communications strategists, alongside traditional insights teams and analysts.

The launch reflects a wider shift within marketing and research teams towards workflow-based AI, where tools are embedded directly into collaboration platforms and day-to-day interfaces. In this model, access to structured datasets and consistent definitions is crucial in shaping how organisations interpret consumer behaviour across different business functions.

GWI also highlighted its audience taxonomies and the role of standardised definitions across teams. The company said Agent Spark embeds its data and insight outputs into the AI environment rather than requiring users to open a separate analytics tool.

Agency testing

Two partners commented on how they expect to use the product in marketing operations and creative workflows.

One comment came from Pencil, which works on marketing creative using AI. "For teams using AI to generate and scale marketing creative, insights need to move as fast as execution," said Tobias Cummins, COO at Pencil. "Agent Spark brings trusted, human insights directly into AI workflows, helping ensure creative decisions are grounded in real audience understanding - without slowing teams down. That combination of speed, scale, and rigor is exactly what modern marketing organisations need."

Omnicom Media Group also described testing the product inside autonomous-agent setups. Bharat Khatri, Chief Digital Officer APAC, outlined plans to connect the tool to a broader system of marketing agents.

"We've started testing Agent Spark in our autonomous-agent workflows & the potential is huge! In the coming months, it will power our Agentic OS marketing system, driving end to end media activation & optimisation agents across all ad platforms using GWI audience taxonomies. It also plugs into our creative agents built using Claude, GPT 5.1, Nano Banana Pro, Imagen 4 & Veo 3.1 models, helping them ideate, evaluate & iterate outputs grounded in genuine consumer understanding. With a strong human-in-the-loop model, our strategists stay in control while Agent Spark handles the heavy lifting, paving the way for a next-generation insight-driven Agentic OS for modern marketing." Bharat Khatri, Chief Digital Officer APAC at Omnicom Media Group.

GWI said Agent Spark is live across its own platform and selected AI assistants, with additional integrations planned for other AI platforms.