Focus groups may soon shift from using real people to artificial intelligence (AI) replicas of consumers, and researchers note the accuracy AI provides.

In a new report from PYMNTS, consumer AI replicas were created by Stanford and Google DeepMind where 1,000 participants from different backgrounds, including gender, race, age, and even political ideology, “completed a two-hour interview about topics ranging from childhood memories to immigration policy.” Experts say this new advancement can impact understanding consumer behavior.  

“This approach enables companies to anticipate and address customer needs with greater empathy and precision, ultimately improving satisfaction and loyalty,” he said. “Over time, AI replicas could also help refine automated support systems, ensuring that even chatbot interactions feel more human and tailored.”