Human8 Launches AI Digital Twins to Simulate Consumer Decisions
Ghent, Wednesday 12 August 2026
Yesterday, market research consultancy Human8 launched AI-powered “twin communities”, allowing brands to simulate real consumer decisions and test business strategies using highly accurate, data-grounded digital clones.
Grounding Generative AI in Real-World Context
The newly launched platform represents a major shift in how brands interact with consumer data, moving beyond static surveys to dynamic, conversational simulations [1][GPT]. Developed by the Ghent-headquartered global market research consultancy Human8, formerly known as InSites Consulting, the platform integrates generative artificial intelligence with real-world human insights, cultural context, and qualitative expertise [1][GPT]. This methodology ensures that the simulated digital twins do not merely generate generic AI responses, but instead reflect authentic consumer perspectives [1]. According to Annelies Verhaeghe, Chief Innovation Officer at Human8, the platform is designed to provide clear context alongside AI-driven answers, showing exactly how these digital perspectives are grounded in actual consumer understanding and where the system makes informed extrapolations [1].
Proven Success and the Path to Predictive Modeling
This launch builds upon previous successful applications of digital twin technology by Human8 [1]. The consultancy previously collaborated with cultural branding agency Space Doctors on a digital twin project for The Coca-Cola Company [1]. This joint initiative achieved significant industry recognition, securing a nomination for Best Paper and being shortlisted for three prestigious Esomar Awards [1]. This established track record highlights the practical viability of using high-fidelity digital clones to represent complex consumer behaviours [1][GPT].
Industry Engagement and Upcoming Insights
To support this technological expansion, Human8 has also bolstered its consulting leadership [2]. Ben Lembck recently joined the firm as Client Consulting Lead, working alongside established team members such as Cara O’Donnell, Dr. Niels Neudecker, and Laura Setter to help clients integrate data analysis with deep human understanding [2]. This expansion of human capital underscores the firm’s commitment to balancing automated SaaS capabilities with expert consulting oversight [2][GPT].