The Model Context Protocol (MCP) aims to eliminate the need for custom, one-off integrations by providing a universal two-way connection to the Rival platform. According to CEO Andrew Reid, the system enables brands to incorporate trusted human research into existing AI workflows, ensuring that automated agents operate on grounded, verified data rather than isolated synthetic outputs. The company is already piloting the protocol with select clients to support agentic research environments.
In section Releases
Rival Technologies Launches Open Protocol for AI-Driven Research
Vancouver-based Rival Technologies is bridging the gap between proprietary consumer insights and enterprise artificial intelligence with the release of its Model Context Protocol. The standardized integration allows brands to feed human-generated research directly into AI agents, while simultaneously using those systems to refine data collection processes.
Alongside the technical rollout, Rival introduced the Emerging Consumer Index, a syndicated intelligence service tracking affluent Gen Z and Millennial spending habits across the United States and Canada. The index utilizes a continuous research stream, with new data sets generated every two weeks. Dale Evernden, EVP of Innovation and Design, noted that the index is designed to keep large language models and synthetic audiences rooted in real-world human behavior. Rival plans to debut full access to the index following its sixth data collection wave, with a preview scheduled for the 2026 Quirk’s Event in New York.
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