GWI has teamed up with Anthropic to bring its trusted audience data straight into Claude, the company’s fast-growing AI assistant.
The integration means users can now access real, bias-checked insights from GWI without leaving their chat with Claude. Instead of relying on scraped or outdated data, Claude can now produce responses backed by up-to-date audience research showing how people actually think, feel, and behave.
The connection runs through GWI’s new Model Context Protocol (MCP), which links its global data platform directly to AI tools. It’s designed to cut the time it takes to uncover insights and make reliable data instantly accessible inside everyday chat interfaces.
Tom Smith, GWI’s founder and CEO, said:
“We’re giving every Claude user instant access to accurate, trustworthy data — no dashboards, no data requests, just real human insights directly inside their AI assistant. It’s the first step in connecting the world’s largest study of online consumers with the world’s most popular AI agents — starting with Claude and soon ChatGPT.”
GWI’s own figures show that 85% of professionals in the UK now use AI, and more than half do so on a regular basis. With that level of adoption, the company says the quality of data feeding AI tools has never been more important.
Representing three billion consumers across more than 50 markets, GWI’s data provides a credible and representative foundation for AI systems seeking to reflect genuine public opinion and behaviour.
The partnership follows GWI’s recent launch of its Spark API and new collaborations with Waldo and Serviceplan Group, which also aim to bring real human data into the tools people already use at work.
GWI plans further integrations with Salesforce and ChatGPT in the months ahead, expanding its mission to make trustworthy human understanding part of every major AI platform.
More details are available at gwi.com/platform/mcp.