Kantar, the world’s leading marketing data and analytics company, has entered into a strategic partnership with Quilt.AI and launched its first product, EvaluateExplorer.
As marketing increasingly plays out in digital and creator-led spaces, brands need better ways of separating genuine cultural shifts from noise, and capitalising on this knowledge. EvaluateExplorer will join Kantar’s suite of innovation tools, using meaningful, predictive multi-source intelligence to offer brands a more holistic understanding of the context shaping consumers’ lives, wants and needs, helping them to make better and faster marketing decisions.
The partnership brings Quilt.AI’s technology platform and cultural insight together with Kantar’s understanding of people, culture and brand growth, based on its proven frameworks and billions of attitudinal and behavioural data points. Kantar clients will gain access to rich cultural insights spanning public digital conversations in search, social, LLMs and GenAI agents and in creator ecosystems around the world, enabling confident brand growth decisions.
EvaluateExplorer
The partnership includes a non-equity financial commitment by Kantar to co-develop joint offers. The first is EvaluateExplorer, which helps brands spot innovation opportunities that are right for their brand, generate meaningfully different concepts for new products and services, and optimise them for the best chance of success.
EvaluateExplorer uses Quilt.AI technology to analyse digital signals in combination with Kantar’s innovation and brand building expertise. Because EvaluateExplorer uses AI grounded in cultural and behavioural insight, brand fit and proven commercial outcomes, brands get differentiated, brand-specific, ideas for where to innovate next. This can reduce the entire innovation opportunity-to-concept process to as little as one week.
Dr. Nicki Morley, Global Innovation Lead, at Kantar said: “Brands invest millions in innovation yet one in three launches are dead or dying by their second year. It’s not because they’re bad ideas; culture shifts incredibly quickly these days and it’s easy to end up chasing the wrong opportunity.
“This new offer, developed in partnership with Quilt.AI, is another example of Kantar’s AI leadership, building on our existing tech, data and platform investments with Quilt.AI’s technology, anthropologically grounded algorithms, and data capabilities to help the world’s most successful brands make confident brand growth decisions.”
“Our partnership with Kantar brings together the best of human and machine intelligence, connecting what people say and do online with what creates sustainable growth,” said Dr Angad Chowdhry, Quilt.AI Co-Founder. “Unlike traditional social listening, Quilt.AI’s approach goes beyond surface-level chatter to focus on culture and context. Combining Kantar’s expertise with Quilt.AI’s technology gives brands the big picture and the nuance, accelerating how marketers can make decisions from insights that are trusted, data-driven and deeply human.”
About Kantar
Kantar is the world’s leading marketing data and analytics business. We deliver the intelligence needed to power brand growth.
We provide the signals that help organisations act quickly and confidently. We empower brands to make effective marketing decisions based on predictive evidence. And we help them craft powerful growth strategies rooted in the connection between consumers, brands and enterprise value. All this is powered by our uniquely robust human and synthetic data, our unrivalled IP, our AI-native platform and the team of global brand experts that bring this all together.
About Quilt.AI
Quilt.AI is an anthropologically grounded AI platform.
They've been called an AI for Good company by The Economist for their work on gender, climate, mental health and child protection. Quilt.AI has developed a human inspired multimodal engine to decode Internet-based data. Their text, image and video analysis capabilities are contextually rich, able to understand cultural nuance, generational variations, subcultures, slang and emotions. They have built generative and predictive agentic abilities that have been informed by deep human understanding at a category level with specific training on more than a billion human instances. Today, they work with leading brands and philanthropies to offer them a deep understanding of the humans they serve. https://www.quilt.ai/
Contact
Kantar
Claire Wotherspoon
claire.wotherspoon@kantar.com
+44 (0) 7872 167 042
Quilt.AI
Press Office
enquiries@quilt.ai