NIQ Launches Beta of New AI-Powered Analytical Capabilities in Ask Arthur

Key Terms

ai-powered technical

"AI-powered" describes technology that uses artificial intelligence to perform tasks, make decisions, or analyze information automatically. It’s similar to having a highly skilled assistant that can learn from data, recognize patterns, and improve over time, helping to make processes faster and more accurate. For investors, this means better insights and more efficient operations, potentially leading to smarter investment choices.

generative ai technical

Generative AI is a type of computer technology that can create new content, like text, images, or music, on its own. It’s important because it can produce realistic and useful material quickly, which could change how we create art, write stories, or even develop new products. Think of it as a smart robot that can invent and produce things almost like a human.

beta technical

Beta measures how much a stock’s price tends to move compared with the overall market; think of the market as a tide and beta as how high a particular boat rides with each wave. A beta above 1 means the stock usually swings more than the market, below 1 means it swings less, and a negative beta moves opposite. Investors use beta to gauge how adding a stock will change portfolio ups-and-downs and to estimate sensitivity to broad market moves.

ai agent technical

An AI agent is software that uses artificial intelligence to observe data, decide on actions, and carry them out with little or no human intervention. For investors, AI agents matter because they can automate tasks like trading, customer support, or data analysis, potentially boosting efficiency, lowering costs, and changing a company’s competitive edge—much like a tireless, adaptable assistant running parts of a business continuously.

AI-guided analysis helps brands and retailers turn data into decision-ready insights

CHICAGO--(BUSINESS WIRE)-- NIQ (NYSE: NIQ), a global leader in consumer intelligence, has launched new AI-powered analytical capabilities in beta within Ask Arthur on the NIQ Discover platform. The expanded experience guides users through end-to-end analysis—helping them identify what matters in the data, understand why trends are occurring, and turn insights into clear, shareable narratives with recommended next steps.

As organizations navigate increasing data complexity, the ability to move quickly from insight to action has become essential. Ask Arthur helps shorten analytical processes that once took days or weeks into minutes by surfacing the key drivers behind performance changes and generating decision-ready insights directly within Discover. By connecting analysis, explanation, and storytelling in a single experience, users can move seamlessly from understanding what is happening in the data to determining what to do next.

“These new analytical capabilities represent an important step forward in how we bring AI directly into the analytical workflows our clients rely on every day,” said Troy Treangen, Chief Product Officer at NIQ. “Ask Arthur allows organizations to unlock the power of generative AI for analytics—built on NIQ’s trusted data foundation and informed by thousands of real-world analyses. By combining AI with the depth and reliability of NIQ data, we’re enabling brands and retailers to move from insight to confident action faster than ever.”

Combined with NIQ’s trusted global data and deep industry expertise, Ask Arthur brings AI-powered analytics directly into the workflows clients use every day—helping brands and retailers unlock the Full View™ of consumer behavior and translate insights into confident decisions.

During the beta phase, NIQ will focus on driving client adoption, gathering real-world feedback, and continuing to enhance the experience through incremental feature releases. Insights from client usage will help shape the next phase of Ask Arthur’s development as NIQ expands AI-powered capabilities within Discover.

New capabilities coming in the months ahead will further expand the Ask Arthur portfolio, including the introduction of a chat-based experience. Over time, Ask Arthur will continue evolving toward a more intelligent AI agent—proactively helping users uncover insights faster and navigate complex data with greater clarity.

This beta launch marks the first key milestone in the evolution of Ask Arthur as NIQ continues to expand AI-powered capabilities that help clients move faster from data to decisions.

About NIQ

NielsenIQ (NYSE: NIQ) is a leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. Our global reach spans over 90 countries covering approximately 85% of the world’s population and more than $ 7.2 trillion in global consumer spend. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.

For more information, please visit: www.niq.com

This press release regarding Ask Arthur, may contain forward-looking statements regarding anticipated consumer behaviors, market trends, and industry developments. These statements reflect current expectations and projections based on available data, historical patterns, and various assumptions. Words such as “expects,” “anticipates,” “projects,” “believes,” “forecasts,” “plan,” “look ahead,” and similar expressions are intended to identify such forward-looking statements. These statements are not guarantees of future outcomes and are subject to inherent uncertainties, including changes in consumer preferences, economic conditions, technological advancements, and competitive dynamics. Actual results may differ materially from those expressed or implied in these statements. While we strive to base our insights on reliable data and sound methodologies, we undertake no obligation to update any forward-looking statements to reflect future events or circumstances, except to the extent required by applicable law.

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Source: NIQ Global Intelligence plc