Turns natural-language questions into audience profiles, cross-tabs and presentation-ready insights inside Vivintel
TORONTO, ON (July 27, 2026) – Vividata today announced the introduction of a new AI Assistant within its Vivintel analytics platform, designed to help media planners, analysts and marketers navigate complex audience data and turn business questions into actionable insights faster.
Users can describe an audience or planning challenge in plain English or French, and the Vivintel AI Assistant will identify relevant variables, build audience profiles and cross-tabs, interpret the findings and prepare outputs for PowerPoint or Excel.
The capability was developed in response to growing demand from Vividata members for practical and secure ways to incorporate artificial intelligence into research and media-planning workflows. It is currently being tested internally and by select Vividata members, including KO Media, Rogers Sports & Media and True Media Canada.
“AI has the potential to dramatically improve how quickly planners move from a client brief to meaningful audience intelligence,” said Pat Pellegrini, President and CEO of Vividata. “But speed cannot come at the expense of confidence in the results. The Vivintel AI Assistant combines the simplicity of a conversational AI experience with the authoritative data and measurement our members already trust.”
Vividata’s SCC | Study of the Canadian Consumer includes more than 100,000 variables and 4,000 brands, providing an extensive view of Canadians’ media habits, attitudes, demographics, purchasing behaviour and brand preferences.
That depth can also make complex audience development time-consuming. Analysts may need to review hundreds of variables and survey questions before finding the combination that best represents a client’s target audience.
“Ultimately, this is about extracting even more value from the SCC, working smarter and creating more time for strategic thinking,” said Bruce Neve, President, True Media Canada.
“The AI Assistant helps us move through hundreds of variables more quickly, turn complex client briefs into well-defined audiences and spend less time organizing reports and building slides,” said John Ware, SVP Strategy, True Media. “That means more time interpreting what the data tells us and what it means for our clients. After a month of testing, the results have exceeded our expectations.”
The Vivintel AI Assistant can complete much of the analytical setup in minutes, helping experienced analysts accelerate routine work while making sophisticated audience research more accessible to planners, sales teams and smaller agencies without dedicated research departments.
“We’ve been eagerly anticipating this new feature in Vivintel,” said Alexandra Papineau, Vice President Marketing and Strategy, KO Media. “It makes extracting data faster and easier than ever, while simplifying analysis and even generating PowerPoint presentations in seconds. By streamlining access to insights, it helps democratize marketing research across the organization, empowering more teams to leverage data in their decision-making.”
Unlike general-purpose AI tools, the Vivintel AI Assistant is grounded in Vividata’s approved data, definitions and research methodologies. The AI interprets the user’s question, while quantitative results such as audience sizes, reach and indices are generated through Vividata’s data and calculation systems. The Assistant then explains the verified results in clear language. Users can review and revise the variables and audience definitions used in the analysis.
Powered by Anthropic’s Claude and running on Microsoft Azure, the Vivintel AI Assistant was developed with B3 Intelligence and operates within a secure, Vividata-controlled environment.
“The industry does not need AI that produces a convincing guess,” said Pellegrini. “It needs AI that helps people reach a trusted answer faster, understand where that answer came from and keep the final decision in human hands.”
The Vivintel AI Assistant will become more broadly available to members this Fall.
About Vividata
Vividata is Canada’s authoritative source for insights on cross-media and consumer behaviour, delivering Unmatched Insights. Smarter Decisions. As the country’s leading provider of cross-platform audience measurement, Vividata surveys over 75,000 Canadians each year on 100,000+ variables, offering the most complete view of how people live, shop, and consume media. A not-for-profit governed by industry leaders, Vividata reinvests in innovation to provide unmatched, privacy-first insights. Its flagship SCC | Study of the Canadian Consumer is the largest syndicated study in Canada, complemented by solutions like Spatial, Relevance, and Metrica, along with specialized multicultural, sports, and brand affinity reports.
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Andrew Findlater
SELECT Public Relations
(647) 444-1197
