Euromonitor launches Passport agent in Microsoft 365 Copilot

Euromonitor has launched its Passport agent within Microsoft 365 Copilot, marking its first agentic integration with a third-party AI platform.

The agent lets users ask questions in natural language inside Microsoft 365 Copilot and draw on Euromonitor's Passport market research database without leaving the Microsoft workspace.

The integration uses Model Context Protocol, or MCP, to connect Copilot to Passport. Responses include traceable citations from Euromonitor's proprietary database, giving users sourced answers tied to its market intelligence.

The launch reflects a broader push by data and research providers to embed their information services into generative AI tools already used by corporate staff. Rather than requiring users to switch between separate systems, these integrations aim to bring licensed content into day-to-day office software.

Passport is Euromonitor's market intelligence platform, covering industries, companies, consumers and economies. The new agent is intended to support organisations making market, category and growth decisions by letting staff query that information through Microsoft's AI assistant.

Access is limited to organisations with licences for both Microsoft 365 Copilot and Passport. The agent is available through Microsoft 365 Copilot.

Trusted sources

A central claim of the launch is that responses link back to identified source material in Passport. That addresses a recurring concern among corporate users of generative AI tools, particularly in research-heavy work, where unreliable outputs and unsupported assertions can create operational and reputational risks.

Euromonitor said the agent is designed to help users avoid incorrect data by providing citations in every response. It added that the setup is intended to improve confidence in strategic recommendations by linking AI-generated answers to underlying market research and expert analysis.

The move is intended to connect market intelligence more directly with day-to-day decision-making. It also places Passport more deeply inside productivity software many businesses already use for drafting, analysis and collaboration.

Chris Fosberry, Chief Technology Officer at Euromonitor, outlined that rationale in a statement on the launch.

"The future of market intelligence will be defined by how seamlessly it connects to decision-making. By integrating Passport with Microsoft 365 Copilot, we're giving clients a faster, secure way to connect decision-making to Euromonitor's 50 years of human-led insights and market data into their daily workflows," said Chris Fosberry, Chief Technology Officer at Euromonitor.

Microsoft tie-up

The integration also gives Microsoft 365 Copilot users another way to bring specialist external data into the assistant. For Microsoft, third-party agents and extensions are part of a broader effort to make Copilot more useful in specific business contexts, especially where answers depend on access to trusted proprietary information.

Rob Howard, Corporate Vice President of Microsoft 365 Copilot Extensibility at Microsoft, said the partnership responds to customer demand for more reliable intelligence inside AI-led workflows.

"Customers are looking for ways to bring trusted intelligence into decision-making as AI changes how organisations find, interpret and apply data and analysis. Through Euromonitor's integration with Microsoft 365 Copilot, Passport will enable teams to move from questions to informed decisions more efficiently," said Howard.

Euromonitor said the agent can surface insights across a wide range of subject areas covered by Passport, including sectors, companies, consumers and economies. It added that this can help staff retrieve market information quickly in response to business questions posed in everyday language.

The launch comes as information providers look for ways to remain visible and commercially relevant in AI-driven search and workplace tools. For research firms, one challenge is ensuring their content is used with attribution and within licensed environments, rather than being abstracted into generic AI summaries with little transparency on sourcing.

By building its own agent inside Microsoft 365 Copilot, Euromonitor is seeking to maintain a direct link between user queries, AI-generated responses and the underlying Passport data. The company said those responses are intended to be clear and sourced, drawing on a database built from its proprietary market research platform.

Euromonitor says it has more than 50 years of market intelligence experience, with analysts across more than 100 countries and research spanning 210 countries and jurisdictions.