NTT DATA has announced the successful proof of concept for “AI Consumers” in product development research, marking a significant breakthrough in how companies can utilize artificial intelligence for market research and product testing.

The innovative system, tested in collaboration with Kao Corporation, uses AI to simulate consumer behavior and preferences, dramatically reducing research timelines while maintaining accuracy. This technology represents a major advancement in the field of AI-driven market research.

Traditional consumer research methods often require months of data collection and analysis. The AI Consumers system can generate insights in a fraction of the time, allowing companies to accelerate their product development cycles and respond more quickly to market demands.

The proof of concept demonstrated that AI Consumers could accurately predict consumer preferences for various product attributes, including packaging design, scent profiles, and functional benefits. This capability could revolutionize how consumer goods companies approach product development.

Beyond speed, the AI system offers cost advantages by reducing the need for extensive human panel testing. Companies can test multiple product variations simultaneously without the logistical challenges of coordinating large groups of human testers.

Privacy concerns are also addressed, as AI Consumers eliminate the need to collect personal data from human participants. This approach aligns with growing regulatory requirements for data protection while still delivering valuable consumer insights.

Industry experts predict that AI-driven consumer research will become standard practice within the next five years, with NTT DATA’s innovation positioning the company at the forefront of this transformation.