The first AI moderator to pass the Turing test.
Built for live, face-to-face consumer research. It supports 60-minute interviews that feel like a real face-to-face conversation, breaking past both traditional interviews and today's AI interview formats.
People couldn't tell it was AI.
We recruited 40 consumers from five countries (US, UK, Canada, Germany, Singapore) for hour-long depth interviews with the atypica AI moderator. Nobody was told beforehand that the interviewer was an AI.
thought a real person was interviewing them.
said it was the most natural, least stressful interview they had ever taken part in.
40 depth interviews · US, UK, Canada, Germany, Singapore · participants not told the interviewer was an AI
How it differs from other AI moderators
Other AI moderators run a script by text or voice. atypica's moderator holds a conversation the way a person does, which is why participants couldn't tell.
| Typical AI moderator | atypica AI Moderator | |
|---|---|---|
| Presence | A chat window or a voice reading out questions | A face on video, making eye contact like someone across the table |
| Reading the person | Hears only the words that are said | Sees expressions and body language, and reads meaning from hesitation, pauses and a puzzled look |
| Understanding intent | Takes answers literally and moves to the next question | Works out what someone means, even when they can't quite put it into words |
| When a question doesn't land | Repeats it, or skips it | Notices the confusion, owns it, and asks again in a different way |
| Turn-taking | Strict turns: it asks, you answer | Natural conversation: it can be interrupted, lets you finish, and picks up from what you said |
| Following the story | Sticks to the guide | Catches the detail that matters and digs deeper, then finds its way back to the guide |
| Seeing the product | Asks people to describe it from memory | Watches them use it on camera and asks while the experience is fresh |
| How it feels to take part | Like filling in a form out loud | Like talking to a person. 95% called it the most natural interview they had taken part in |
Launch film
00:60 · sound onUser research, changed for good.
- 1.0
People interviewing people
Every study means long rounds of recruiting, scheduling, interviewing and transcribing. Language, time zones and the skill of each interviewer limit what you learn. The only way to scale is more people and more time, so cost, effort and lead time all max out.
- 2.0
Typical AI interviewing people
Interviews can run in parallel, but the AI asks and the person answers. It still feels stiff, and the conversation rarely goes deep.
- 3.0
An AI that meets people face to face
The atypica AI moderator opens a new era of qualitative research. It runs many interviews at once, at lower cost and in less time, without language barriers or uneven interviewer skill. Participants get the feeling of a real face-to-face conversation, and can try products and react in more than one way during the interview.
A breakthrough that widens what research can do.
Two of the studies in the launch film show what becomes possible.
It changes course in real time, the way a good interviewer does.
When a participant doesn't understand a question, it finds another way to ask. When they share their own experience or a good story, it catches the key point and draws them out further.
- Rephrases when a question doesn't land
- Follows up on the moment that matters
- Can be interrupted, like any conversation
Over an hour-long depth interview it gets to how a person really lives, including the answers that sit far from the average. That is where brands find what actually moves a consumer.
It watches people try the product themselves.
Consumers try the product during the interview. The moderator captures their first impression and what they actually feel, including smell, sound and touch, instead of only asking them to describe it afterwards.
- Guides each step of the product test
- Sees what the participant does on camera
- Asks while the experience is still fresh
Especially useful for testing new products and for reaching consumers in new overseas markets.
Questions people ask first.
What is an AI moderator?
An AI moderator is software that runs a research interview in place of a human researcher. atypica's moderator talks to participants face to face on video, follows up on their answers, and produces transcripts and a report.
What is the Turing test?
The Turing test was proposed by the mathematician Alan Turing in 1950. A person holds a conversation without knowing whether the other side is a human or a machine. If they can't reliably tell, the machine passes.
Who does it interview?
The mode launching now interviews real people you invite with a link. atypica also has a mode for interviewing AI Personas, simulated consumers.
Can participants try a product during the interview?
Yes. The moderator guides them through it on camera and asks about smell, sound, touch and first impressions while they use it.
How do I get access?
Coming soon. Join the waitlist now with your work email and job title, and we'll email you with updates. Inviting friends with your share card moves you up the queue. Teams with a live project can contact sales.
Be among the first to run research with it.
Coming soon. Join the waitlist now. Invite friends with your card to move up the queue.
Have a study ready to run?