Run hundreds of interviews simultaneously

The AI Interviewer leverages voice AI to conduct interviews on demand. The AI Interviewer is designed to engage with participants in a natural, conversational way. It is trained to follow the researcher’s parameters, respond empathetically, ask relevant follow-ups, and gently guide the conversation if it goes off-topic. The primary goal is to efficiently and consistently gather rich, in-depth insights from participants. It helps research, design, product, and marketing teams understand customer perspectives, experiences, and opinions by automating the interview process while maintaining a human-like interaction.

The AI Interviewer generates dynamic follow-up questions according to user-set parameters in the discussion guide. For each question, researchers can select a follow-up depth: “keep it brief,” “probe a little,” or “probe more.” This determines how many and how deeply the AI will probe in response to the participant’s answer.

You can customize many aspects of the AI-moderated interview, including selecting the AI’s voice, adding interviewer subtitles, adjusting the probing depth for each question, adding compliance or legal language (e.g., “this session is being recorded”), and adding redirect links for post-interview workflows.

You can also customize the discussion guide, define research goals to improve the AI’s contextual understanding and response quality, and set restrictions to prevent the AI from asking about particular topics, which is especially useful for sensitive conversations.

The main benefits we hear from customers are greater participant candor, with some users reporting that people are more honest with an AI Interviewer because there’s no judgment. We’ve also heard that flexibility and scalability are especially useful. Participants can join and complete sessions at their convenience. And hundreds of interviews can be conducted in parallel without the need for human moderators.

Because of these benefits, the ideal use cases include large-scale qualitative research, usability/user testing, prototype testing or validating ideas, and initial screening or “scoping” interviews. For product marketing teams, the AI Interviewer is effective for ICP research, win/loss interviews, and positioning validation. Marketers can quickly and easily gather customer testimonials. Anyone can capture real customer language at scale and feed it directly into messaging and enablement.

The AI Interviewer is often used when rapid, repeatable, and consistent data collection is important.

The AI Interviewer will steer the conversation back to the topic if the participant says something inappropriate or unrelated. Marvin will redact such responses from the auto-generated summary by default.

It depends on what you're trying to learn, how many people you need to talk to, and how fast you need answers.

A common pattern is to use both. Many Marvin customers run a small wave of human-moderated discovery interviews to shape the discussion guide, then hand it to the AI Moderator for scale. That gets you the rigor of qualitative depth with the reach of quantitative sample sizes.