GWI links consumer data with ChatGPT | News | Research live
UK — Audience insights firm GWI has integrated its platform with OpenAI, letting GWI clients pull representative audience data directly inside ChatGPT. The move is designed to surface market research insights where many teams now work and ask questions: in conversational AI.
It follows GWI’s recent link-up with Anthropic’s Claude assistant, extending the company’s strategy of making its data accessible across multiple leading AI tools.
How the integration works
At the core of the rollout is GWI’s model context protocol (MCP), which is now connected with OpenAI. MCP is GWI’s interpretation of an open standard introduced by Anthropic in 2024. In practice, it provides a standardized interface that allows large language models and other AI systems to tap GWI’s market research data in a consistent, controlled way.
By wiring MCP into OpenAI’s ecosystem, GWI enables ChatGPT to request and receive GWI insights through a unified protocol, so users can query audiences, trends, or benchmarks without switching tools.
What users can expect
According to GWI, customers will be able to access “reliable, representative” data and insights “without leaving their conversation with ChatGPT.” The company positions the integration as a way to streamline workflows for researchers, strategists, and marketers who already rely on conversational interfaces for day-to-day analysis and exploration.
Beyond convenience, a standardized approach via MCP can help ensure that insights are surfaced with appropriate structure and context, potentially improving consistency when AI tools reference proprietary datasets.
Background and significance
GWI’s tie-in with ChatGPT mirrors its earlier connection to Anthropic’s Claude, indicating a multi-model strategy that meets users in the AI assistants they prefer. By adopting an open-standard-inspired protocol, GWI aims to reduce bespoke integrations and make it easier for future AI systems to incorporate its research corpus.
For teams, the promise is faster access to the kind of audience intelligence they typically gather through dashboards or analyst requests—now discoverable via natural language prompts. For GWI, it’s a step toward making its data a first-class resource within mainstream AI workflows.
The bottom line
GWI’s MCP-based integration with OpenAI brings the company’s audience insights into ChatGPT, with a focus on reliability, representativeness, and ease of access. Coming on the heels of its Claude integration, the move underscores an industry shift toward open, standardized connections between research datasets and conversational AI.
