How we use AI in our research and innovation work.
We build our own AI agents to look further and check harder across the evidence. Our people decide what it means.
Our agents. Our judgment.
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Built in-house.
Our agents, which we call Tei, are designed around how our researchers work, and run only on AI models that don’t train on client material.
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Better work is the point.
We use them to cover more of what people said, more markets and more of the evidence. We don’t use AI to cut the thinking short.
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People decide.
A person works with the AI at every step: someone who knows the craft well enough to see what a tool gets wrong, and who decides what the evidence means.
Approved tools, and a person on every output.
Client material is used only in AI tools approved under our AI security policy, part of our ISO/IEC 27001-certified information security management system, on enterprise terms and never in public AI services, and every AI output is reviewed by a person before it reaches a client.
Our certification to ISO/IEC 27001:2022, from the British Assessment Bureau, covers how we manage and protect information. The researchers who review each output are responsible for the quality of what reaches you.
If your organization has its own requirements for AI, we agree how we’ll work with your material before the work begins.
What it adds to the work.
For a consumer app company, we explored what younger users in the UK, France and Germany will pay for. Desk research, widened with an AI agent we built for the work, gave us hypotheses to test fairly in interviews.
Our thinking on AI in research
- If your competitors have the same AI, what gives you an advantage? Article
- The idea arrived in seconds. Who understands it well enough to back it? Article
- When AI creates the idea and judges it, what have you learned? Article
- Your research is easier to search. Is it still answering today’s question? Article
- What gets lost in a convincing AI answer? Article
How would AI fit your project?
Ask us how we’d use it on your question, and how we’d handle your material.
A partner or director will reply.