MFour adds Google Gemini chats to its dataset of consumer AI conversations

What MFour announced

As MarTech Cube reported, MFour Data Research has added Google Gemini to its AI conversation data. Until now the collection covered ChatGPT. With both chatbots in the mix, the company says it gathers 2.35 million unique AI conversations every 30 days, which together contain 10.1 million messages written by consumers.

MFour describes itself as the provider of the largest mobile-app consumer panel in the U.S. A panel is a group of people who agree to share information with a research company. MFour also says it is the only platform that connects what people say in surveys with what they actually do, a view it calls "journey intelligence" that runs from a ChatGPT question to the checkout.

How the data is gathered and linked

The distinctive part is the linking. Each chatbot conversation is tied to the same person's demographics, web browsing, app usage, store visits confirmed by GPS, purchases and survey responses. A brand can therefore see not only what someone asked an AI, but also what they did before and after asking.

For Gemini, MFour says the data is captured at the account level. That covers conversations in the Gemini app on any mobile device and also those held in any desktop browser. In other words, it is not limited to one phone or one way of reaching the chatbot.

The company calls this a first-party panel. That means the data comes straight from its own members rather than being bought from a third party. Members opt in to share behavior across the whole path to purchase, and MFour says it pays them both for sharing data and for answering surveys, under what it calls fair-trade practices.

DANI, the AI analyst on top

Brands and agencies can get at the dataset in two ways. They can license it directly and analyze it themselves. Or they can ask DANI, MFour's AI-powered analyst, to produce reports at whatever depth a project needs.

MFour says DANI can work on its own for hours, sorting through billions of signals to pick out what matters and suggest next steps. A researcher can go from a question to a finding with a single prompt. DANI can also survey the same consumers who contributed the data, so a team can pair what people did with their own explanation of why.

These are the company's own descriptions. The announcement does not give examples of finished reports, test results or customers, so how well DANI performs is not something we can judge from it.

Why brands want to see AI chats

The pitch rests on a simple idea. When shoppers ask a chatbot which product to buy, the chatbot may shape their shortlist before they ever visit a brand's website. Chris St. Hilaire, MFour's CEO, said that without sight of those chats, a brand is missing a critical part of the buying decision.

That is a company executive selling his own product, so treat the claim as a viewpoint, not a finding. Still, the logic is easy to follow. Search ads and website analytics show what people click. They do not show the conversation that came first. A dataset of real prompts and answers, linked to later behavior, is an attempt to fill that gap.

Adding Gemini matters for the same reason. If shoppers split their questions between several chatbots, a dataset covering only one would give a partial picture.

What the announcement leaves out

Several things are missing. The source does not say how much of the 2.35 million conversations come from Gemini and how much from ChatGPT. It gives no prices for licensing the data or using DANI. It also does not say how many people sit in the panel or how they are chosen.

Gemini's role here is as a source of conversations to collect, not as a tool inside MFour's product. That is worth keeping straight, because it is easy to read the headline as a Google partnership. Nothing in the announcement says Google is involved.

The story is modest on its own. It does show a small pattern, though: companies that sell consumer data now treat Gemini as a place where buying decisions begin, and they want a record of what happens there.