Over the past few months, we have been working on integrating AI Assistance into Insights Hub. With this release, AI Assistance makes its debut on the hub, adding a new component for intelligent decision support directly where data is analyzed and decisions are prepared.

The rollout will take place in stages, based on specific use cases. The goal is to support recurring analysis tasks more efficiently, make relevant patterns easier to identify, and help users prepare data-driven decisions in a more targeted way.

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First Use Case: Twin Regions for A/B Testing in OTC Maps

We are launching with the “Twin Regions for A/B Testing in OTC Maps” use case. It helps users identify suitable comparison regions — areas with market behavior similar enough to serve as fair test and control groups.

The process is based on the current regional view and the selected parameters. AI Assistance takes into account all data included in the active view. For example, if a specific product is being analyzed at the 2-digit postal code level for March 2026, the search for twin regions is based on exactly that view and dataset.

AI Assistance provides results as a top-10 list of the most similar region pairs, recommendations for non-overlapping pairs, and a direct visualization on the map. Users can then explore the analysis further by asking follow-up questions — for example, about specific recommendations, potential risks, or the suitability of particular regions.

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The Technology Behind AI Assistance and What’s Next

AI Assistance is designed to support analysis directly within Insights Hub. Once initial results are generated, users can ask follow-up questions, contextualize recommendations, and explore specific aspects in greater detail without leaving the hub.

Modern LLMs, including powerful reasoning models, operate in the background. The model currently in use is clearly displayed, and future updates will allow users to choose from a selection of different models. The quality of results is being continuously improved, including through the gradual expansion of the available data basis.

The next enhancement will enable cross-dataset evaluation and analysis, initially focusing on POS Insights and OTC Insights.

How Do I Get Access to AI Assistance?

AI Assistance is available now for OTC Maps customers. Rollout for POS Insights and OTC Insights will follow shortly.