AI Gives Challenger Brands a Research Edge Big Companies Can’t Ignore

Marketers and communicators take note: the research advantage that once belonged exclusively to global corporations is now being passed to the competition. In a recent interview with The Measure, Tom Weiss, Chief Product and Technology Officer of MX8, broke down how artificial intelligence is unleashing a seismic shift in how brands, especially smaller ones, generate insight, shape creative, and make decisions.

“This is a market reset,” Weiss said. “AI is leveling the playing field.”

That reset became official with the launch of MX8 Labs, an AI-native research platform that automates survey design, testing and analysis. According to Weiss, who co-founded the company alongside CEO Megan Daniels, the goal is clear: make elite-level consumer insight available to every brand, regardless of size or budget.

“Most traditional research tools were built for slow-moving enterprises,” Weiss said. “But communicators today don’t have the luxury of waiting weeks to find out whether a message will land.”

With MX8 Labs, teams can launch fully tested and analyzed surveys in hours or days, not weeks. The promise is particularly potent for marketing and PR professionals operating under tight deadlines and tighter budgets.

Disruption That Feels Personal

“We’re not just speeding up surveys,” Weiss told The Measure. “We’re changing who gets to play.”

He shared an example: “A DTC haircare brand selling ocean-scented products can now dig deep into buyer loyalty in real time. A regional pizza chain looking to go national? They can test perceptions of premium toppings across multiple markets instantly. That kind of capability was unthinkable without a full insights team just a few years ago.”

This shift matters deeply to communicators crafting messaging and campaigns. When insights become more accessible, campaigns become more targeted, agile and culturally resonant.

Audience Response Is the Real Metric

Weiss cautioned against relying on AI to judge “quality” in creative: “We heard the same concerns with YouTube. There’s too much content, how do you find the good stuff? But millions watch MrBeast. Is he good? Depends on who you ask. What matters is that people respond.”

That’s a crucial takeaway for communicators. Effectiveness is determined by audience behavior, not by internal approval processes or legacy definitions of quality.

“Van Gogh didn’t sell a painting in his lifetime,” Weiss added. “But now he’s immortal. Don’t let a narrow view of ‘good’ keep you from testing bold ideas.”

AI-Powered, Human-Guided

While MX8 Labs leans into AI, Weiss stressed that human insight still plays a role. Synthetic sampling, or AI that predicts consumer reactions, offers speed and efficiency, but communicators need to understand its limits.

“Some of the most groundbreaking ideas would be flagged by AI because they’re unfamiliar,” he said. “That’s where real human judgment comes in. AI is a great hygiene check, but not a creativity killer.”

That nuance is critical for PR professionals navigating a rapidly evolving landscape. Automation should inform, not replace, the strategic instincts that define great communications.

Why Speed Matters More Than Ever

The reality of today’s marketing and PR environment is that moments are fleeting. “You see something trend in the morning, and it’s stale by dinner,” Weiss said. “Marketers need tools that match that velocity.”

One early MX8 Labs client, Wunderkind, has already seen results. Tim Glomb, the company’s vice president of digital, content and AI, reported they could conduct 10 times more research with MX8 than with their prior agency.

“Immediate and measurable. That’s what our clients need,” Weiss said. “No more trade-offs. No more compromises.”

Advice for Communicators and Marketing Teams

Asked where we are in the AI adoption curve, Weiss noted, “The core tech has been around since 2017. We’re five years in. The cost is down. The tools are ready. The problem is integration—getting it into legacy systems. Startups can rebuild from scratch. Salesforce can’t.”

For marketers and communicators in large organizations, this is both a warning and a call to action. The window for first-mover advantage is closing.

“We’re seeing the same dynamic that happened with Google Ads,” Weiss said. “Google made everyone an advertiser. AI is making everyone a researcher. If you’re not using these tools, your competitors probably are.”

That doesn’t mean throwing out the playbook. But it does mean rewriting the first few chapters.

“We built MX8 Labs to serve real communicators,” Weiss concluded. “People who don’t have time to wait or money to waste. You want to know what works? You want to know why your message hit or missed? Now you can. You really can know it all.”