12.08.2026

Human8, the global marketing insight consultancy, today launched twin communities. This AI-powered digital twin solution helps organisations test ideas, explore scenarios and bring the consumer perspective into everyday decision-making while staying grounded in real people, culture and context.

Consumer expectations, cultural norms and market dynamics are changing faster than ever. At the same time, AI is making it easier for organisations to access information and make decisions at speed. But speed alone is not enough. Without a deep understanding of the people behind the data, organisations risk making decisions that are efficient, but disconnected from real consumer needs.

This is where twin communities come in.

Combining with Human8’s unique blend of human insight, cultural understanding and qualitative expertise, twin communities are built from rich conversations with real people. They create AI-powered representations of consumers that organisations can interact with to test ideas, explore questions and simulate reactions before making important business decisions.

Unlike generic AI models, digital twins are grounded in real human stories, motivations, tensions and behaviours. Rather than reducing consumers to static personas, the twins reflect the complexity and context that shape how people think, feel and make decisions.

Already deployed with clients in FMCG and being piloted across financial services, automotive and healthcare, twin communities are helping organisations tackle challenges ranging from innovation and brand communications to customer experience and long-term strategy.

The launch marks the next step in Human8’s broader ambition to scale human understanding by fusing AI with the depth of human insight. Through Human8’s proprietary platform, clients can interact directly with their twin communities, bringing the consumer perspective into everyday decisions.

“Too often, AI gives people answers without enough context,” said Annelies Verhaeghe, Chief Innovation Officer at Human8. “We set out to change that. Our platform doesn’t just let clients interact with their twin communities. It also shows how those perspectives are grounded in real consumer understanding and where AI is making informed extrapolations beyond the available evidence. We believe transparency is essential if organisations want to use AI with confidence.”

The announcement follows growing industry recognition for Human8’s work in applying digital twins to marketing and consumer understanding. For its work with The Coca-Cola Company on digital twins, delivered in collaboration with colleagues from Space Doctors, Human8 was recently shortlisted for three Esomar Awards and a Best Paper nomination.

“We’re only at the beginning of what digital twins can become,” said Thomas Troch, Head of Innovation at Human8. “We’ve already demonstrated how twin communities can help organisations make better decisions by staying connected to today’s consumers. Now we’re exploring the next generation: future digital twins that allow brands to test strategies against different possible futures. They’re not about predicting exactly what will happen, but about understanding how consumers’ needs evolve and how they might respond. That’s where the cultural fluency of our Space Doctors team becomes essential.”

The launch reinforces Human8’s belief that the future of insight lies in combining AI with deep human understanding. By bringing together qualitative expertise, cultural understanding and technology, Human8 aims to help organisations move faster while staying grounded in deep human understanding.