LONDON: YouGov launched Parallax, an AI research tool that simulates audience responses and checks key findings with live panel members.
Users can enter a topic, choose an audience and ask questions. The platform then creates responses based on YouGov’s survey and profile data.
Researchers can send key questions to real people for review. YouGov said the system could return survey results in about 30 minutes.
Parallax can support audience research, ad testing and content planning. Public examples include comparing saving habits across age groups and testing ads for finance or parenting apps.
YouGov said each AI twin represents a person from its research panel. The system uses thousands of data points on attitudes, habits and behaviour.
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However, the company warned that the answers remain AI-made estimates and may include errors.
Businesses can use the tool to build training data, guide AI agents and test AI content. They can also compare AI output with views from selected audiences.
YouGov said Parallax can connect with other AI and research systems through an application programming interface and Model Context Protocol.
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The company presented the platform as a support tool for research, not a replacement for surveys. Its live panel feature lets users compare AI findings with answers from real people.
