GWI Tackles AI Trust Gap with Verified Consumer Data Tool
GWI's Agent Spark integrates 35B verified data points into ChatGPT and Claude as Asian AI trust varies wildly—72% confidence in China vs 35% in Hong Kong.
Global market research firm GWI unveiled Agent Spark this week, an insights tool that integrates over 35 billion verified consumer data points into AI platforms including ChatGPT, Claude, and Microsoft Copilot. The launch addresses growing concerns about AI reliability in Asian marketing, where trust levels vary dramatically across the region.
Bridging the Gap Between AI Speed and Human Truth
Agent Spark provides marketers access to first-party audience data from more than 50 countries through natural language queries in AI tools they already use daily. The platform draws from verified responses collected from over one million consumers, avoiding scraped or synthetic data sources that have raised accuracy concerns.
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"Agent Spark grounds AI in truth, helping teams make smarter decisions faster," said Tom Smith, GWI's CEO. The tool processes billions of data points in seconds while maintaining what the company calls "human-grounded" insights based on actual consumer behaviors rather than AI-generated predictions.
Early adopters include Omnicom Media Group APAC, which is testing Agent Spark in autonomous marketing workflows. The agency connects the tool to its Agentic OS marketing system, using it to align creative outputs with Asian consumer behavior data for campaigns across platforms like Lazada and Shopee.
Tobias Cummins, COO at creative platform Pencil, noted that Agent Spark brings "trusted, human insights directly into AI workflows" without slowing team operations. Serviceplan Group incorporated the tool through its Sōkosumi marketplace in September 2025, enabling natural-language audience queries for Southeast Asian consumer brands.
Responding to Asia's Divergent AI Trust Landscape
The launch comes as Asian markets show sharply different attitudes toward AI-powered marketing. While 72% of Chinese consumers express confidence in AI-driven innovation, Hong Kong consumers demonstrate skepticism, with only 35% satisfied with AI customer service compared to 50% who prefer human interaction. Additionally, 83% of Hong Kong consumers demand disclosure mechanisms for AI communications.
This trust gap extends across the region. Research shows 73% of APAC consumers distrust AI influencers without authenticity labeling, creating pressure on brands to demonstrate transparency in their AI implementations.
Regulatory changes are accelerating demand for auditable AI tools. China's Algorithm Recommendation Provisions, enacted in 2025, mandate AI content labeling and require companies to demonstrate data lineage for algorithm-driven decisions. Australia's Privacy Act amendments, effective December 2025, impose similar transparency requirements.
Market Impact and Business Results
Brands addressing these trust concerns are seeing measurable returns. APAC companies using transparent AI practices achieve four times higher consumer trust and 25% increased customer spending compared to those with opaque implementations. Some organizations report five to eight times ROI from transparent AI strategies.
"We achieve 22% fewer AI incidents through human oversight gates," noted one PR leader in an Asia ethical AI survey, highlighting the operational benefits of combining AI speed with human verification.
GWI designed Agent Spark for use across sales, marketing, product management, and creative teams beyond traditional research departments. The platform emphasizes data auditability, allowing users to trace insights back to specific consumer responses rather than relying on black-box AI predictions.
The company plans additional integrations with other AI platforms beyond its current offerings. Agent Spark is now available to existing GWI customers, with broader access expected as the company expands its AI platform partnerships throughout 2026.
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