A new approach to market research using artificial intelligence and virtual representations of real consumers has been introduced in Malta through a partnership between AskYourAudience.ai (AYA) and local research agency Esprimi.

Developed by Benjamin Zammit and Robin Cleland, AYA uses AI-powered “Human Digital Twins” to help businesses test ideas, products and advertising with virtual representations of consumers. The platform allows companies to conduct virtual focus groups, one-to-one interviews and concept testing, generating audience feedback within minutes.

The technology is designed to put “the customer in the room” when businesses are making decisions, providing access to consumer feedback beyond traditional research exercises.

AYA’s digital twins are modelled on real people following in-depth interviews that capture more than 120 personal and behavioural characteristics. Each digital twin is subsequently validated against its human counterpart, with the company reporting an average response alignment of 87 per cent.

The platform currently includes more than 1,500 digital twins across several countries, including almost 400 representing different demographic groups in Malta.

Speaking at the Malta launch, Mr Cleland highlighted the limitations of relying on traditional research only for major business decisions. According to the AYA team, many everyday decisions are instead made based on instinct and experience, without being tested with consumers beforehand.

“Every week, businesses make decisions that shape their future, yet most are never tested with customers. They only find out if their ideas resonate after they have already spent the money,” said co-founder Benjamin Zammit.

The partnership with Esprimi is intended to make this type of consumer insight more accessible to businesses in Malta, allowing them to gather feedback more quickly as they evaluate ideas and make decisions.

Esprimi CEO Morgan Parnis said the company sees synthetic data as part of the future of qualitative research.

“We believe the future of qualitative research includes synthetic data, and digital twins built from real people are the most credible form of it. We are glad to be partnering with AYA to bring this technology to Malta,” Mr Parnis said.

The Malta launch included a live demonstration of the platform, followed by a panel discussion featuring representatives from Mdina Partners and the Malta Food Authority. The discussion focused on their experience using the platform to inform decisions.

The partnership marks the introduction of AYA’s Human Digital Twin approach to the Maltese market, combining AI technology with consumer profiles based on real people to provide businesses with faster access to audience feedback.