AI startup Brox is pitching a different model for market research: a standing database of 60,000 digital twins linked to real people across the US, UK, Japan, and Turkey. Instead of recruiting participants and running a new survey for every project, clients can query that virtual population directly, shrinking a process that usually takes weeks into a matter of hours.
Founded in 2023, Brox told the market that its core product is not a bank of synthetic respondents generated by large language models. According to a report by VentureBeat, the company says each twin is a 1:1 digital clone of an actual person. To build them, Brox first recruits real participants, then conducts hours-long interviews led in turns by human interviewers and AI interviewers.
Each profile is built from roughly 300 pages of text
The company goes well beyond standard preference surveys. It collects information aimed at decision drivers: upbringing, social relationships, and even marital stability. Brox says each digital twin can accumulate around 300 pages of text. CEO Hamish Brocklebank described that as the deepest dataset ever assembled per individual.
That claim also sets Brox apart from firms experimenting with fully synthetic respondents. Brocklebank argues that even if thousands of AI-generated personas can be created quickly and cheaply, their answers tend to collapse toward a narrow distribution. For market research, that is a real weakness. Human behavior is often shaped by outliers and edge cases, and those patterns are difficult to capture without direct interviews.
The product is access, not a one-off report
Traditional research firms usually bill by project: a client asks a question, the agency recruits respondents, runs the study, and delivers a report. Brox sells something else. Once the digital twin database is in place, enterprise customers pay for query access under a SaaS subscription model, with pricing starting at $100,000 per year. There is no single-use option.
Speed changes the use case. Research that takes weeks is usually reserved for high-level strategic decisions such as market entry or pricing changes. A turnaround measured in hours can support faster product decisions as well, including feature testing or message selection for ad campaigns.
Google, Amazon, Sony and other large firms are already listed as clients
Brox says its customer list includes Google, Amazon, Sony, MUFG, Dentsu, YouTube, and TBS. These are companies with the resources to run their own user research, which makes the sales pitch notable. The appeal, based on the report, appears to be the speed of getting results rather than the basic ability to design and field surveys.
The pressure point for the broader industry is clear. Established market research firms such as Ipsos, Nielsen, and YouGov built their businesses on panel scale and survey execution. Brox is trying to turn a prebuilt population into a reusable asset. In that setup, adding more twins increases the value of the platform for all customers and sharpens demographic coverage at the same time.