IPG Health debuts AI-powered research tool LivingMirror

IPG Health has unveiled LivingMirror, a new AI-driven tool designed to transform how pharmaceutical and life sciences brands conduct market research.

The solution allows marketers to simulate real-time interactions with AI-powered participants that reflect healthcare professionals (HCPs) and patients—providing fast, in-depth feedback on messaging and creative concepts.

Now available in the US, LivingMirror is the latest addition to IPG Health’s proprietary EPICC suite, a data-driven platform built on the Acxiom data backbone and tailored for the specific compliance and regulatory needs of the pharma sector.

By generating AI-based participants that reflect real-world brand audiences—known as LivingPersonas—LivingMirror enables rapid testing of creative across therapeutic areas. This includes conditions ranging from rare diseases and ophthalmology to oncology and general medicine.

What traditionally took months of recruitment and field research can now be completed in a matter of hours, with a comprehensive report available within one week.

Julie Pilon, Chief Strategy Officer, IPG Health: "LivingMirror is a breakthrough in agile market research, giving brands the power to instantly simulate real-time interactions with AI-driven personas that reflect our clients’ most valuable customers. From high-potential prospects to loyal users, this innovation enables us to capture meaningful feedback and behavioral insight in hours – not weeks – within a secure, compliant framework."

Part of the broader EPICC ecosystem, LivingMirror is supported by IPG Health’s expansive and proprietary data infrastructure. This system is accessible across all IPG Health agencies and can be integrated with client-owned data to enhance audience targeting and insight generation.

The tool incorporates real-time probing and recontact functionality, helping teams explore motivations and reactions in greater depth—without sacrificing regulatory rigor.

Dana Maiman, CEO, IPG Health: "Even with our revolutionary AI tools like LivingMirror that are leading the way in our industry, it will always be our people plus AI. Not the other way around. Our talented teams continue to be the brains, humans and interpreters behind these products which is critical."

The announcement follows the network’s fourth anniversary and a string of industry accolades, including being named “Healthcare Network of the Year” at Cannes Lions 2025 for the fifth consecutive year and “Network of the Year” at the 2025 Clio Health Awards.

Since launching the EPICC suite last year, IPG Health has deployed more than 100 interactive LivingPersonas and LivingJourneys for clients in over 20 therapeutic categories.

www.ipghealth.com

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