Comscore launches AI research practice built on its opt-in consumer panel

September 12, 2026 · mediapost.com

On September 3, 2026, Comscore introduced a human-powered AI research practice built on its opt-in consumer panel. The unit studies how consumers use AI tools such as chatbots and tracks how that usage changes their behavior over time, using real activity from panelists who have agreed to share their data. Much of the marketing industry has trained its attention on measuring how visible brands are inside AI chatbot responses. Comscore built its new practice to measure the human side of that shift: how people's own search habits, shopping decisions and daily routines change as they adopt AI tools.

Media plans increasingly assume AI tools shape what people search for, click and buy. Brand visibility scores inside chatbot answers show how often a brand appears in AI responses. Comscore's panel data shows how people's actual habits move once they start relying on AI for search, shopping or research. Planners gain a second measurement layer alongside chatbot visibility: verified behavior change among real, opted-in consumers, useful for adjusting budgets as AI adoption reshapes demand patterns.