Meet Live Intercept: Research That Happens Where Your Customers Are

AI has sped up how fast teams launch new features, products, and campaigns. Knowing what customers actually want is now a critical competitive advantage, but unfortunately, customer research hasn't kept pace. Teams still have to recruit participants, analyze results, and share findings. By the time insights arrive, the decisions they were meant to inform have often been made.

We believe research should inform what gets built next. That’s why we built Marvin Live Intercept. It puts Marvin's voice-to-voice AI Interviewer directly inside your product or website, right where your customers already are.

"When we launched our voice-to-voice AI-moderated interviewer in May 2025, we helped teams conduct qualitative research faster by removing scheduling barriers," said Prayag Narula, co-founder and CEO of Marvin. "Businesses have since conducted thousands of interviews with Marvin, but recruiting the right customers was still slowing research down. That's why we built Live Intercept to put an AI Interviewer directly into the product or website, where customers already are. Our goal is to help companies learn faster than they build, so the voice of the customer shapes what gets prioritized and built next."

How Live Intercept works

Live Intercept can help you capture in-the-moment feedback across the whole customer journey, from first impression to long-term advocacy. Here are a few examples of where to use Live Intercept:

1. You set the rules. Choose where the intercept appears, when it shows up, and what it asks.
2. A customer opts in. The AI-moderated interview begins as soon as they consent. No scheduling, no follow-up emails.
3. Marvin runs the conversation. The AI Interviewer follows your discussion guide, asks relevant follow-up questions, and adapts in real time.
4. Customers show and tell. Participants speak naturally and can share their screens to show what they're trying to do, where they're stuck, and what they expected to happen.

Live Intercept runs around the clock in more than 40 languages. You hear from customers in every time zone and market, without adding a single session to anyone's calendar.

If you already use Marvin's AI Moderated Interviewer, this is the same interviewer. Now it can meet customers where they already are in the moment they have feedback to share..

Every conversation feeds your Knowledge Hub

Each interview recording and transcript flows straight into Marvin's Knowledge Hub. There, it sits next to your CRM records, support tickets, past research, product data, and customer calls. A two-minute conversation on your pricing page becomes part of everything you already know about that customer.

Marvin's AI surfaces themes and patterns across interviews. Every finding links back to the exact moment in the original conversation, so you can hear it in the customer's own words.

• Fresh feedback, delivered. Get a Slack or Microsoft Teams notification when an interview ends, with a link to the recording and transcript.
• Privacy built in. Choose automatic PII redaction across text, audio, and video to protect every participant.

Where to use Live Intercept across the customer journey

The best time to ask a customer about an experience is while they're having it. Here's where Live Intercept fits, from first impression to long-term advocacy.

Acquisition
Test landing-page messaging, value propositions, and creative concepts while visitors are actively engaging with them.

• Try asking: "In your own words, what does this company do? What would you need to know before signing up?"

Activation
Find onboarding friction, confusing workflows, and unmet expectations. Learn why new customers abandon important tasks, with their screen shared so you see exactly where they got stuck.

• Try asking: "What were you hoping to get done just now? Walk me through where things got confusing."

Revenue
Interview customers on pricing and checkout pages. Understand their expectations, the questions they still have, and the reasons they drop off.

• Try asking: "What's on your mind as you compare these plans? What, if anything, is holding you back?"

Retention
Learn what drives feature adoption, where needs go unmet, and how service experiences land. Spot renewal risks and expansion opportunities before they show up in a churn report.

• Try asking: "How does [feature] fit into your week? What do you wish it did that it doesn't do yet?"

Advocacy
Understand what builds loyalty, and capture customer stories when enthusiasm is highest.

• Try asking: "What would you tell a colleague about [product]? What made you a fan?"

Learn as fast as you build

We're betting that research will become a native part of every digital experience. AI has closed the gap between an idea and a shipped product. Our goal is to close the gap between building and learning, so you never have to choose between moving fast and getting it right.

Live Intercept is available today. We're also building a mobile SDK to bring it into your app, and we'll share more soon.