Meet the GWI Insight Agent!

# Live

Launched May 7

May 27, 2026

Blake Portmann

New Feature: GWI Insight Agent

Make audience-led decisions faster with the new GWI Insight Agent — a senior consumer insights strategist built directly into Pencil. Powered by your GWI Consumer Research data, this specialized Partner Agent lets you query complex audience insights using simple, natural language, no more digging through dashboards.

Key Capabilities

Analyst-Grade Accuracy: Every response is grounded in real GWI data, complete with base sizes and time windows — no speculation, no hallucinations.

Instant Audience Profiling: Size and profile target audiences instantly, from demographics and media consumption trends to brand affinities.

Cross-Market Comparisons: Compare audience behaviors and attitudes across regions side-by-side.

Built-in Guardrails: The agent automatically flags low base sizes (<100) to ensure statistically reliable comparisons.

Actionable Takeaways: Beyond raw data, get decision-ready implications for your channel mix, creative angles, and brand positioning.

Getting Started

Workspace Admins must navigate to Settings > Integrations > Third party data sources , enable GWI Consumer Research, and accept the T&Cs. Once connected, find the GWI Insight Agent under the Partner Agents tab or within All Agents.

Example Questions to Try

"How many people visit a gym at least once a week in the US?"

"How does sustainable fashion appeal compare across the UK?"

"Profile Gen Z streaming users in Australia."

Part 1

Part 2