Kolsquare links influencer data to ChatGPT & Gemini

Kolsquare has launched a direct connection between its influencer campaign data and AI assistants including ChatGPT, Claude and Gemini, using the Model Context Protocol standard.

The move targets marketers who use generative AI tools for analysis and reporting but have had to export campaign data manually from specialist influencer platforms before they could query it.

Through the new connection, users can ask questions in plain English and receive answers drawn from live performance data. Kolsquare's examples include identifying which creators delivered the highest return on investment, comparing campaign results across Europe and generating reports for senior management.

The integration links AI assistants to Kolsquare's live campaign and creator intelligence database, which covers millions of creators across more than 180 countries and six social platforms. Brands and agencies can therefore analyse activity without first moving data into spreadsheets or building separate presentation decks.

Reporting shift

The development reflects a broader shift in how marketing teams use AI assistants for routine business tasks. Tools such as ChatGPT, Claude and Gemini are now widely used to interpret information and draft material, but data held in sector-specific software has often remained outside those workflows.

As a result, teams have relied on manual reporting before analysis can begin. Kolsquare is positioning the new feature as a way to reduce the administrative time spent gathering figures from multiple dashboards and preparing campaign summaries.

"For years marketers have spent more time preparing reports than analysing them. AI changes that. Instead of exporting spreadsheets and moving data between different systems, our clients can simply ask questions in natural language and receive answers directly from their live campaign data. This isn't about replacing marketers. It's about removing the repetitive work that slows them down, so they can spend more time making better strategic decisions," said Quentin Bordage, founder and chief executive officer of Kolsquare.

Marketers can use the system to compare campaigns across markets, identify stronger creator partnerships, benchmark current results against earlier work and produce reports through conversations with their chosen AI assistant. Agencies and brands can also use follow-up questions to explore trends or content strategies without rebuilding reports each time.

Open standard

Kolsquare built the feature using Model Context Protocol, or MCP, an open standard designed to let AI assistants securely access live business data. Rather than creating separate links for each AI platform, it has adopted a single interface that works with multiple compatible assistants.

That approach matters because the market for AI assistants is changing quickly, with new tools and models appearing regularly. By using a common standard, customers can switch between assistants or adopt new ones without changing how they access campaign information.

The launch is also the first public product to emerge from Kolsquare's Innovation Lab, an internal group focused on new AI technologies and their use in influencer marketing workflows.

"The pace of AI development is extraordinary, so we wanted a dedicated team focused on identifying technologies that can genuinely improve the way our clients work. We recognised the potential of MCP early and moved quickly to understand how it could transform the way marketers interact with campaign data. Instead of building separate integrations for every AI platform that enters the market, MCP gives us a common language that lets our customers work with whichever compatible assistant best fits their workflow," said Fabien Guiraud, chief technical officer of Kolsquare.

Wider adoption

Kolsquare's move comes as marketing departments test where AI can remove routine work without disrupting existing systems. In influencer marketing, measurement has become more complex as campaigns span multiple social platforms, markets and creator relationships, making reporting a significant part of day-to-day work.

Its system is designed to let teams work directly with live campaign data instead of exporting datasets into external tools before analysis begins. That could help agencies and brands shorten the time between campaign activity and decisions on spending, content strategy and partner selection.

Kolsquare works with more than 2,000 brands and agencies. Its database covers major social platforms including Instagram, TikTok, YouTube, Facebook and Snapchat.