U.K. politicians looking to gauge how British voters will react to their policies have a new cohort on which to test their ideas: AI-generated focus groups. Startups Electric Twin and Artificial Societies, and more established research firms GWI and Toluna are using data from real focus groups and surveys to build AI personas able to react to political messages within minutes. Another firm, London-based Synthetic Respondents, charges $16 (£12) a project, which it says is a thousandth of the cost of a traditional piece of focus group research.
Critics warn that reliance on AI-generated focus groups could detach politicians from reality. But the technology also has the potential to transform their ability to sense-test their ideas, making it quicker and more affordable to gauge how real-life voters may react to policies, and giving backbenchers access to analysis that might previously have been outside their budget. One early adopter was Kanishka Narayan, elected to Parliament in 2024, and now Britain’s AI minister.
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