In a retail environment where speed and precision increasingly define competitive advantage, artificial intelligence is becoming central to how brands turn consumer insight into action. First Insight has announced the general availability of Ellis, its new AI growth tool designed to transform mass consumer feedback into clear go to market decisions in minutes, a move that signals a broader shift in how data driven retail strategy is executed across the MarTech ecosystem.
First Insight, which specializes in using AI to translate consumer feedback into profitable retail strategies, released Ellis following a three month beta period. The First Insight AI tool Ellis introduces a conversational interface that allows retailers and brands to ask both strategic and tactical questions directly within the platform. Teams can explore new product concepts, pricing strategies, assortment decisions, and potential demand by target segment without navigating complex dashboards or commissioning new analyses.
For nearly two decades, companies such as Boden, Family Dollar, and Under Armour have relied on First Insight to understand what consumers are likely to buy, how much they are willing to pay, which assortments make sense, and how packaging and design choices affect performance. Historically, these insights were delivered through reports and dashboards that supported pricing, assortment planning, and merchandising decisions. Ellis builds on that foundation by reducing friction between insight and execution.
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Instead of searching through reports, users can now engage with consumer intelligence in a conversational way. Retail teams can pressure test ideas, explore scenarios, and receive predictive answers instantly, enabling faster and more confident decisions across planning, merchandising, and early concept development.
Powered by First Insight’s predictive retail large language model, Ellis supports decision making from concept testing through commercialization. The tool can recommend optimal pricing by market while accounting for margins, suggest ideal assortment sizes, identify likely best sellers, and surface preferences by audience segment or geographic location. By grounding responses in real consumer data, Ellis helps retailers understand not only what decisions to make but why those decisions are likely to succeed.
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“For nearly 20 years, First Insight has helped retailers and brands predict pricing, product success, and assortment decisions by grounding them in real consumer feedback,” said Greg Petro, CEO of First Insight. “Ellis brings that same proven intelligence into the moment decisions are being made — from the boardroom to line review to early concept development. Teams can now ask strategic and tactical questions and get clear, predictive answers instantly, helping them respond faster to trends, understand competitive dynamics, and get to market ahead of competitors.”
By making consumer insight immediately accessible across organizations, Ellis shortens the time between question and action. Retailers can evaluate pricing scenarios, refine assortments, and analyze performance drivers in real time as trends and competitive dynamics evolve.
As retailers face increasing pressure to move quickly without sacrificing confidence or rigor, the First Insight AI tool Ellis highlights how conversational AI and predictive analytics are reshaping go to market strategy. The launch underscores a growing industry trend toward embedding intelligence directly into decision workflows, enabling brands to translate consumer insight into measurable business outcomes faster than ever before.
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