HS Ad said on the 4th it will unveil an artificial intelligence (AI)-based conversational consumer research solution called "Survey Agent."
Survey Agent is a research agent that explores perceptions through one-on-one conversations with AI, rather than a question-and-answer format for consumer research. The AI conducts interviews by interacting with respondents and analyzes the meaning and context of answers.
Qualitative research conducted during marketing planning has provided deep insights but has been difficult to scale. Quantitative research allows large-scale analysis but has struggled to capture the context and emotion of responses.
The agent uses AI from the survey design stage. When the research objective and key points are entered, the AI recommends questions, and if the researcher designs the survey directly, it also provides feedback on the order and composition of questions. After design, the AI conducts one-on-one conversations with respondents to collect answers and analyzes and organizes not only keywords but also the context and emotions of statements.
Analysis results are provided on a dashboard in the form of graphs and diagrams. It also supports a "Survey Intelligence" feature that enables additional data analysis with natural-language questions. Based on this, users can derive response trends by age group, sentiment analysis, and advertising insights.
HS Ad has extended its AI-based marketing system, built with the existing "Brand Agent," to the consumer research stage.
Lee Sung-jae, HS Ad's CSO, said, "The starting point of marketing is a deep understanding of consumers," adding, "Survey Agent is a tool that reads consumers' answers to questions with precision, and it will support faster brand decision-making in a marketing environment being reorganized around AI."