Kantar to Work with AI Analysis Firm AnswerRocket

Kantar has teamed up with GenAI-powered analytics firm AnswerRocket to offer clients faster understanding and sharing of data and actionable insights. Among other benefits, the deal promises to add AI assistants to a number of Kantar models and frameworks.

AnswerRocket was founded in 2013 and offers a platform for exploration and analysis, allowing users to monitor key metrics, identify performance drivers and detect critical issues 'within seconds'. The platform includes Max, an AI assistant offering narrative answers, insights and visualizations from users' proprietary data; and the company also helps data science teams operationalize their models throughout the enterprise.

The partnership will combine these capabilities and AnswerRocket's technical support with Kantar's broad and deep understanding of market dynamics and consumer behavior, as well as its tools and methodologies. The promised result is 'tailored GenAI solutions which will decrease the time required for data analysis from days or weeks to mere hours or minutes'. Custom GenAI assistants will be built into Kantar's proprietary data, models, and analytical frameworks.

Kantar Chief Product Officer Ted Prince says GenAI is not just helping users to be more effective but also 'giving us, and therefore our clients, a competitive edge'. He comments: 'Working with AnswerRocket on joint clients means brands and marketers at all levels can talk to our data and get access to valuable insights faster than ever before using AI and new technologies - vital in the fast-moving landscape they're operating in'.

Alon Goren, CEO of AnswerRocket adds: 'We are excited to team up with Kantar to bring the power of GenAI to more brands around the world. Our partnership will help businesses unlock the full potential of their data and accelerate their journey to actionable insights'.

The partners are on the web at www.answerrocket.com and www.kantar.com .