Qualtrics has launched new AI-powered tools to help companies rapidly translate customer sentiment into strategic decisions. Announced at the X4 Experience Management Summit in Seattle, the updates target speed and accuracy in market research.
The centerpiece is synthetic consumer panels for U.S. audiences, powered by a fine-tuned large language model trained on over 200 million third-party research respondents. The model delivers research-grade results with 12 times better accuracy than general-purpose LLMs, enabling rapid testing of products, messaging, and concepts.
Brad Anderson, president of products and engineering at Qualtrics, said most customer feedback today doesn’t lead to action-largely due to lack of human capacity. "We started with the hardest problem: building synthetic panels that deliver research-grade accuracy," he said.
A new Research Hub turns past studies into a searchable knowledge base, allowing teams to query historical insights and receive summarized answers instantly. The tool aims to eliminate siloed research and prevent redundant work across departments.
Qualtrics will expand synthetic panel capabilities to the UK, Ireland, Canada, Australia, and New Zealand by mid-2026. The company emphasizes that methodological rigor and data integrity remain central as AI transforms insight generation.