Marvin, the customer insights platform used by hundreds of Fortune 500 companies, today launched Live Intercept, a new product in its suite of automated customer research tools. Live Intercept conducts AI-moderated interviews directly inside digital products and on websites, helping teams collect in-the-moment customer feedback.

“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.”

AI has accelerated how quickly teams can launch new features, products, and campaigns. Understanding what customers actually want and need has become a critical competitive advantage. But customer research has not kept pace. Even with new AI-powered methods, teams still need to recruit participants, analyze results, and share findings. By the time insights arrive, the decisions they were meant to inform have often already been made.

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“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

Traditional intercepts either recruit customers for a study that happens later or capture short, text-based answers with no context behind them. Marvin turned the intercept into the research experience itself by beginning the AI-moderated interview as soon as a customer consents to providing feedback.

Marvin’s AI Interviewer follows a custom discussion guide, asks relevant follow-up questions, and adapts to the conversation in real time. Teams choose when and where the intercept appears and what it asks, while the AI runs interviews around the clock in more than 40 languages. Participants can speak naturally and share their screens to show what they are trying to accomplish, where they are getting stuck, and what they expected to happen.

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Each interview recording and transcript flows into Marvin’s Knowledge Hub, bringing new feedback together with CRM records, support tickets, existing research, product data, and customer calls in one system. Teams can choose to have personally identifiable information (PII) automatically redacted across text, audio, and video to protect participant privacy.

Marvin’s AI surfaces themes and patterns, linking findings to the exact moments in the original conversations. When an interview ends, teams can receive a Slack or Microsoft Teams notification with a link to the recording and transcript, helping teams review, share, and act on fresh feedback.

Feedback across the customer journey

Teams can interview customers at the moments that shape the customer experience, from their first impression to long-term advocacy:

• Acquisition: Test landing-page messaging, value propositions, and creative concepts while customers are actively engaging with them.
• Activation: Identify onboarding friction, confusing workflows, unmet expectations, and the reasons customers abandon important tasks.
• Revenue: Interview customers on pricing and checkout pages to understand their expectations, questions, and reasons for dropping off.
• Retention: Learn what drives feature adoption, unmet needs, service experiences, renewal risks, and expansion opportunities.
• Advocacy: Understand what builds loyalty and capture customer stories when enthusiasm is highest.

With Live Intercept, Marvin is betting that customer research will become a native part of the digital customer experience. AI has already closed the gap between an idea and shipping a product. Marvin’s goal is to make sure teams learn about their customers just as quickly, so they never have to choose between building fast and building the right thing.