Verve Appoints Head of AI and 'Relaunches'

In London, Verve has announced the promotion of its former Joint Head of Insight Richard Preedy to the newly created role of Executive Director and Head of Artificial Intelligence. The firm is 'relaunching' itself to emphasize its focus on 'three intelligences': Artificial, Human and Cultural.

Founder and CEO Andrew Cooper says the research model is 'set for fundamental change' and that the company is going through a major business transformation with AI being 'designed into almost everything we do' - both for greater efficiency and 'far more importantly' to create 'better insight'. Cooper says the above 'three intelligences' are used across the company's practice areas of Insight Communities, Insight Consultancy, Culture & Futures and 'AI for Better Insight'.

Verve is using AI to extract commercial value from existing data sets, and to 'enhance customer closeness'. It is also the basis for the continuing development of 'VIP' simulated respondents (Verve Intelligent Personas) - via a proprietary, research-optimised machine learning and Gen AI training layer called Maven, alongside private client training layers. Verve says VIPs also benefit from its heritage in online communities, as clients' high quality customer datasets allow the personas to be built, validated and updated on an ongoing basis against real customer responses.

According to Preedy: 'One of the best ways of dealing with respondent quality issues is not to have to ask people in the first place. Rather we can use Verve Intelligent Personas, built privately for clients' precise needs, to undertake a whole host of research tasks with high predictivity, saving the humans for the 'good stuff' to really bring insights to life'.

Web site: www.addverve.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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