Customer experience monitoring and measurement firm Qualtrics International Inc. today introduced new artificial intelligence-driven capabilities intended to help companies translate customer sentiment signals gathered from multiple channels into faster decisions.

Announced at the company’s X4 Experience Management Summit event in Seattle this week, the updates expand Qualtrics’ Market Research suite with synthetic panels, AI-powered research discovery tools and guided methodologies.

The company said the new capabilities are aimed at helping organizations act more quickly on customer insights at a time when understanding consumer preferences and market dynamics has become increasingly critical.

“Experience is no longer a feature of the business; experience is the business,” said Brad Anderson, president of products, engineering, user experience and security at Qualtrics.

The highlight of today’s announcements is the introduction of synthetic consumer panels for U.S. audiences. The capability allows organizations to simulate how consumers would respond to research questions, enabling companies to test product ideas, marketing messages and other concepts more quickly than with traditional research methods.

Virtual customer panels

Qualtrics said the panels are powered by a fine-tuned large language model trained specifically for market research applications and built on a foundation of more than 200 million third-party global research respondents. Designed to approximate human responses closely enough to support research-grade results. Qualtrics’ said its model delivers 12 times better accuracy than general-purpose LLMs. The panels can also be used alongside traditional research to validate results.

The goal is to allow teams to move from research questions to actionable insights much faster than has traditionally been possible, Qualtrics said.

Anderson estimated that only about 2% of the feedback companies gather triggers a tangible response. “It’s not because companies don’t believe it’s important or don’t want to do it,” he said. “They don’t have the human capacity.”

Large consumer-focused enterprises may gather tens of millions of customer comments annually, making AI an essential new tool to synthesize and interpret all that information, Anderson said.

“We started with the hardest problem: building synthetic panels that deliver research-grade accuracy,” he said. “This is backed by advanced research capabilities that give the whole organization speed and rigor; they get insights in hours instead of weeks and an advanced methodology accessible to all.”

Searchable research

Qualtrics is also introducing new tools aimed at improving how organizations access and reuse existing research.

A new capability called Research Hub turns past research projects into a searchable knowledge base. Teams can query their organization’s research history and quickly receive summarized answers and recommendations.

The tool addresses a common challenge in large organizations, where research findings are often scattered across departments and inaccessible to teams that might benefit from them.

Qualtrics is also expanding AI features that summarize findings and identify connections between studies. They’re intended to help organizations identify patterns across multiple research projects and avoid duplicating work.

The company said the broader aim of both updates is to remove two common bottlenecks in market research: locating existing insights and designing rigorous studies.

The firm also plans to expand its synthetic panel capabilities beyond the United States to the United Kingdom, Ireland, Canada, Australia and New Zealand during the first half of 2026.

As AI tools become more common in market research, Qualtrics executives emphasized that maintaining data integrity and methodological rigor remains essential to building trust in the insights produced.

The new capabilities are designed to give companies faster access to research while preserving the statistical and methodological foundations that organizations rely on for high-stakes business decisions.

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