Kantar expands AI push with Quilt.AI partnership

Kantar has formed a strategic partnership with Quilt.AI and introduced EvaluateExplorer, a product designed to help brands interpret cultural signals and accelerate innovation decisions.

The tool joins Kantar’s portfolio of innovation solutions and combines multi-source intelligence with predictive capabilities to support faster and more informed marketing strategies.

Responding to shifts in digital and creator ecosystems

As marketing activity continues to move into digital and creator-led environments, brands face increasing pressure to distinguish meaningful cultural trends from high volumes of online content.

EvaluateExplorer addresses this challenge by analysing signals from search, social platforms, large language models, generative AI agents, and creator ecosystems, offering a broader view of consumer behaviour and sentiment.

Combining cultural insight with data scale

The partnership integrates Quilt.AI’s technology platform with Kantar’s datasets and frameworks, which draw on extensive attitudinal and behavioural insights. This combined approach is intended to provide brands with a deeper understanding of the context influencing consumer decisions.

Clients gain access to cultural intelligence that supports brand growth strategies and improves confidence in decision-making.

Accelerating innovation processes

EvaluateExplorer focuses on identifying relevant innovation opportunities, generating product and service concepts, and refining them based on brand alignment and commercial potential.

By combining AI-driven analysis with established brand-building methodologies, the tool can reduce the time required to move from opportunity identification to concept development to around one week.

Nicki Morley, Global Innovation Lead, Kantar: "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."

Focus on human and machine intelligence

Angad Chowdhry, Co-Founder, Quilt.AI: "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. 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."

The partnership includes a financial commitment from Kantar to support the development of joint offerings, with EvaluateExplorer positioned as the first in a series of tools.

www.kantar.com

www.quilt.ai

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