Brand teams will be able to question AI profiles built on Langston’s segmentation research. In a partnership, the two companies will jointly market and co-sell.
Stravito, a platform that helps large companies manage and analyze their consumer research, and The Langston Co., a consumer insights and strategy firm, said Sept. 30 that they had formed a partnership to bring research-based AI personas to consumer brands.
Stravito’s AI Personas turn consumer research into interactive profiles that teams can question in natural language, ask follow-up questions, and test ideas, the company said. Under the deal, those personas can now be built on Langston’s Life Lenses, a segmentation of consumers by the motivations behind their behavior. The companies will jointly market and co-sell the combined offering to each other’s clients.
Also Read: Autonomous AI Fails Without a Real-Time CDP Memory Layer
What Life Lenses adds
Life Lenses divides consumers into 24 segments based on core human motivations, according to Langston, who describes the framework as validated. Unlike traditional segmentations, in which each person fits into a single group, Life Lenses allows for overlap, reflecting that people can be driven by multiple motivations at once. Langston said it links those motivations to how people spend their time, attention, and money.
Brands can also use AI Personas with their own segmentation research, or with selected Life Lenses segments, the companies said.
The pitch: answers grounded in evidence
Generative AI has made it easy to simulate consumer views and produce answers quickly, the companies said. They argue that the harder problem is ensuring those answers rest on trusted evidence.
Stravito said its approach, which it calls Glass Box AI, is meant to make the evidence behind each AI-generated answer visible and traceable. Langston said it brings a matching emphasis on research methods and data quality.
“Insights are only as strong as the data, methodology and human expertise behind them,” said Spencer Imel, Langston’s co-founder and partner.
Thor Olof Philogène, Stravito’s founder and CEO, said adding Life Lenses gives brands “another strong foundation” for understanding what drives their audiences.
Also Read: In Agentic Advertising, the Bottleneck Is Data, Not AI
About the companies
Stravito, founded in 2017, counts Nestlé and Lavazza Group among its customers. Langston works with brands including Nestlé, Tommy John, and e.l.f. Beauty, Kitsch, and Physician’s Formula.
