T2 created an AI interviewer for marketing research.

      On April 9, 2026, 16:09, Society T2, a Russian mobile operator, developed a product for conducting research interviews with maximum involvement of artificial intelligence at all stages. Its launch in the second half of the year was announced by Nikolai Chernyavsky, head of the business analysis department at T2, at the Data Fusion 2026 forum.

      The AI interviewer will help transform business requirements into a research construct: formulating an interview plan with prepared questions and hypotheses, and then analyzing the responses and making qualitative conclusions. The product is expected to be in demand in the marketing research market across all business sectors.

      The AI interviewer is designed to maintain a balance between automation and quality control. In the initial stages, the program will help define the research goal and select a relevant research method. It will then propose formulations of testable hypotheses and create a logical sequence of questions.

      The system operates in a chatbot format, allowing for both qualitative and quantitative research. The audio communication format is under development by T2. Currently, the interviews involve panels of respondents from the client, but by the end of 2026, T2 will launch its own panels of respondents.

      The program adheres to established Russian and international standards for conducting marketing research. T2's big data specialists will conduct regular monitoring of how well the language model meets the requirements for conducting in-depth interviews and surveys. For example, a conversation with a respondent can be stopped if the interviewee answers questions incorrectly or uses specified stop words.

      Based on the results of the research, the AI interviewer will prepare a final report and offer recommendations to the client. All conclusions will be supported by a transparent methodology and a set of data.

      Nikolai Chernyavsky, head of the business analysis department at T2:

      "Talking to the consumer of the product directly remains the most reliable way to find out how effective the existing company promotion strategy is. However, conducting interviews manually is costly and time-consuming. Therefore, we proposed a unique platform for automated data collection. The AI interviewer will itself suggest analyzing hypotheses, choosing the survey method, and then provide a ready result with a qualitative explanation of all conclusions. We believe this product is groundbreaking for the research market."

      Photo: Shutterstock/ author TippaPatt

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