An AI research agent is a system that carries out a structured research workflow on your behalf, rather than simply responding to a question or fetching data. It gathers data, applies methodology, and delivers findings autonomously, without requiring you to run the analysis step by step. Morning Consult’s agents apply that capability to our proprietary market intelligence — combining always-on interview data with expert research design to surface insights your team can act on immediately.

The agents run on Morning Consult’s proprietary database of consumer interviews — 30,000 collected daily across the globe. It’s the same continuous tracking that powers the Morning Consult Intelligence platform, connecting brand health, consumer sentiment, audience behavior, and economic indicators.

The Customer Targeting Agent — along with our Reputation Agent and Company Performance Agent — is a feature within the Morning Consult Intelligence platform, not a separate product. Our agents are purpose-built, automated workflows that run on the platform’s underlying dataset and are accessible to all Intelligence platform subscribers at no additional cost. Each agent is designed by our in-house experts for a specific research use case and produces a self-contained output, while the Intelligence platform’s self-serve dashboards and data tools remain available alongside them.

The Customer Targeting Agent produces a fully editable PowerPoint report. Reports include data visualizations, written narrative, and structured analysis formatted for direct use in stakeholder presentations. No reformatting or manual data transfer is required.

No. Unlike an AI chatbot, the agent follows a pre-defined research workflow based on your upfront selections. To run the agent, the user simply selects their desired brand and market from a drop-down menu. The agent then runs autonomously and delivers the completed PowerPoint report via email. No prompt engineering, AI expertise, or manual analysis is required.

The agent evaluates every brand to identify four growth opportunity groups: Engaged, Underserved, At-Risk, and Emerging. Engaged segments are consumers who are both favorable toward the brand and actively using it. Underserved segments are favorable but not yet using the brand, representing the highest-opportunity conversion targets. At-Risk segments are current users who hold unfavorable sentiment — a leading indicator of churn that often shows up in the data before it shows up in revenue. Emerging segments are those showing the greatest combined growth in favorability and usage over the past three years — audiences gaining momentum that teams can capitalize on before competitors do. The agent surfaces up to three distinct segments per group, delivering up to 12 high-signal audiences in a single report.

Each group is defined by a specific combination of favorability and usage signals drawn from Morning Consult’s continuous brand tracking. The agent evaluates a broad set of demographic, behavioral, and psychographic attributes to find the response combinations scoring highest against each group’s criteria, then layers the top candidates with additional traits to build more specific audiences. From there, segments are ranked by how much they differ from the general population, how large they are, how strategically relevant they are to the brand’s goals, and how distinct they are from one another — and every segment must meet a minimum sample size to qualify. The result is a set of high-signal, actionable audiences, not an exhaustive list.

The Customer Targeting Agent is designed for marketing strategists, brand teams, and growth leaders who need to identify which consumer segments represent the highest near-term opportunity — and understand how to reach them. It’s particularly useful for brands trying to grow beyond their current customer base by finding emerging audiences before competitors do.