Toluna Rolls Out Synthetic Personas

Toluna has launched a synthetic research product called Personas, part of its HarmonAIze suite of tools unveiled last year. The tool will focus initially on claims-testing, with further use cases to follow soon.

HarmonAIze is a synthetic data solution suite introduced last September, and itself forms part of the company's 'AI Everywhere' strategy. Toluna says the newest addition to HarmonAIze, which is integrated within the claims testing functionality of its Start platform, creates survey-taking synthetic personas that mimic real human behavior and possess 'realistic life histories and deep layers of attitudes, motivations' and memory', ensuring consistent responses across survey questions. Each persona is constructed from anonymized first-party data sourced from the company's US panel of 19.4 million participants.

Toluna says the personas differ from those of competitors in that each of its synthetic respondents is a distinct survey-taker designed to mimic an individual human response rather than the average response of a segment or subgroup - it claims this enhances predictive accuracy. The Personas tool is available initially in the US and will soon roll out to the UK, France and other markets. The firm also plans to offer a DIY version, and to 'further refine their lifelike attributes'.

CEO Frédéric-Charles Petit (pictured) says the launch demonstrates the company's commitment to pushing the boundaries of AI-driven research. He comments: 'This launch is not just a breakthrough moment but another major chapter in the long-term AI strategy we've been committed to for years. Our synthetic personas are not simply data points - they reason, express emotion, and have distinct perspectives. By integrating them with our Claims solution in the Toluna Start platform, we are giving brands a powerful tool to simulate and predict real consumer behavior with unmatched speed'.

Toluna has more than 40 offices worldwide and is online at www.tolunacorporate.com .