Rival Technologies has announced the launch of its Model Context Protocol (MCP), enabling organizations to connect proprietary research data from the Rival platform with enterprise AI applications. The new capability allows insights teams to integrate trusted human research into AI-powered workflows while maintaining flexibility across existing AI environments.
Alongside Rival MCP, the company introduced the Emerging Consumer Index, its first syndicated intelligence offering designed to track the evolving behaviors and spending power of Gen Z and Millennial consumers across the United States and Canada.
As organizations increasingly integrate AI into research and business operations, access to reliable human-generated data has become essential. Rival Technologies’ new Model Context Protocol (MCP) provides a standardized connection between the Rival platform and enterprise AI applications, helping organizations bring real-world research insights into their AI workflows.
Built on Rival’s existing open APIs and integrations, Rival MCP enables a two-way connection between research platforms and AI systems. Teams can use AI applications to access trusted research data collected through Rival’s conversational research platform, while AI systems can also help influence research planning before data collection begins.
Because MCP is based on an open standard, organizations can connect Rival with existing AI tools without requiring custom integrations.
"Our clients are already building agentic workflows into how they run insights," said Andrew Reid, CEO and founder of Rival Technologies. "Rival MCP gives them the flexibility to work with their data on their own terms, pulling trusted human research into the AI systems they already use, and bringing those systems into the process before a single question is asked. It's an investment in how insights teams will actually work as AI becomes part of everyday operations."
Rival Technologies also introduced the Emerging Consumer Index, a syndicated intelligence solution focused on emerging affluent Gen Z and Millennial consumers across the United States and Canada.
The index uses continuous research collection to monitor changing consumer behaviors, preferences, and spending patterns. New data is gathered every two weeks, allowing brands to track trends among younger consumers as they develop greater purchasing influence.
Unlike traditional research reports that provide limited snapshots, the Emerging Consumer Index enables ongoing exploration of consumer topics through AI-assisted analysis. Subscribers can investigate trends beyond the initial findings and use the insights to strengthen their customer research strategies.
The Emerging Consumer Index is designed to provide consumer-focused organizations with continuous access to real-world data about one of the fastest-growing customer segments.
The solution can support brands in improving their research programs while helping ensure synthetic audiences and large language models remain grounded in authentic human behavior. Rival is currently collecting its fourth wave of data and plans to make the Index available after completing the sixth wave.
The offering will be delivered through quarterly reports, ongoing data subscriptions, and data marketplaces.
"Research teams are figuring out how AI fits into their organizations while continuing to deliver reliable customer insight," said Dale Evernden, EVP of Innovation and Design at Rival Technologies. "Communities, syndicated research and open connections like MCP each play a role, grounding the AI systems our clients are building in real, trusted human data."
Rival Technologies is already piloting Rival MCP with customers as organizations explore new ways to integrate AI into research operations.
The company’s connected approach combines conversational research technology, consulting expertise, and high-quality audiences to help brands build deeper customer understanding over time.
Through AI-enabled workflows, syndicated intelligence, and open platform connections, Rival aims to help research teams move from collecting data to generating more actionable insights.
Rival Technologies is a research technology company redefining how brands understand people. As a pioneer in conversational research, Rival's AI-driven, mobile-first platform transforms traditional surveys into engaging, chat-like experiences that reflect how people communicate today. By blending quant, qual and video in a single conversational flow, Rival helps global brands like Cash App, ŌURA, Carnival Corporation and Warner Bros. Discovery capture richer insights, increase response rates and move from data to confident decisions faster. Part of Rival Group, Rival Technologies was named to the Top 10 Most Innovative Technology Suppliers in Greenbook's 2025 GRIT report.
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