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Rival Technologies has introduced Model Context Protocol (MCP), a new capability that enables organizations to securely connect proprietary customer research data with enterprise AI applications. The launch is designed to help businesses integrate trusted consumer insights into AI-driven workflows while simplifying data exchange across existing AI platforms.
Built on Rival’s conversational research platform, MCP provides a standardized two-way connection between research data and enterprise AI systems. Organizations can use the protocol to feed validated customer insights into AI tools while also leveraging AI to help shape research projects before data collection begins. As an open standard, MCP allows businesses to connect with their preferred AI environments without requiring custom integrations.
Alongside MCP, Rival unveiled the Emerging Consumer Index, its first syndicated intelligence offering. The index continuously tracks purchasing behaviors, preferences, and trends among emerging affluent Gen Z and Millennial consumers across the United States and Canada. Updated every two weeks, the research aims to provide brands with ongoing insights into one of the fastest-growing consumer segments.
Unlike traditional market reports, the Emerging Consumer Index combines continuous research with AI-assisted analysis, allowing organizations to explore consumer trends in greater depth. The data can also help companies improve AI models and synthetic customer personas by grounding them in real-world consumer behavior.
Rival is currently piloting MCP with select customers and plans to make the Emerging Consumer Index available through quarterly reports, subscription-based data services, and data marketplaces. The company believes the combination of AI integration and continuous customer intelligence will help organizations build more reliable, data-driven decision-making processes while strengthening enterprise AI capabilities.
