AI is transforming how experience research is conducted—from planning to analysis—with new tools like AI moderators. 

AI moderators are a qualitative research tool where an AI agent interviews human participants at scale by interacting with them in real time and facilitating the conversation based on participants’ responses. This technology promises to deliver qualitative insights at scale. But it also raises important questions about the nature of qualitative research, like the role of human observation and the dynamics between participants and researchers. 

If you are a research vendor offering AI moderators, or a researcher who has used AI moderated interviews, I want to talk to you. 

What This Research Is About 

One surprising finding from The Forrester Wave™: Experience Research Platforms, Q1 2026 was the level of excitement this research tool generated among researchers. In particular, researchers were excited by the AI moderators’ potential to overcome language barriers — because it can “speak” multiple languages — and to reduce the challenges of conducting qualitative research across time zones.  

At the same time, there are still many unknowns. Teams are looking for clearer guidance on use cases and best practices for using AI moderated interviews successfully and responsibly.

Through this research, I want to dive deeper into questions such as: 

  • How do AI moderators work? 
  • What are the most effective use cases for AI moderated interviews? 
  • What are best practices, and what are pitfalls to avoid?  
  • How can researchers use AI moderators responsibly and effectively? 

Interested in participating? 

I’m looking to speak with: 

  • Vendors that offer AI moderators or are developing this capability 
  • Researchers, designers, CX professionals, and others—who have used AI moderated interviews to learn from customers or users 

Whether you’re building these tools or applying them in your day-to-day research, I’m interested in hearing what’s working, what’s not, and what teams should know before adopting this approach. 

If you’re interested in participating in a research interview, please reach out to Caroline Norman at canorman@forrester.com.  

In return for your time, we’ll share our research findings as a thank you for your contribution. 

And if you’re a Forrester client and would like to hear my latest perspective and recommendations on this topic, you can also set up a conversation with me.