Government uses conversational AI to measure the impact of branded content

On Thursday, April 9, the Branded Content Event 2026 at MediaPlaza will focus on a question that is becoming increasingly relevant for more and more organizations: How do you measure the true impact of branded content? Especially when the goal isn’t commercial conversion, but rather behavioral change, awareness, or social engagement.

In a joint session, Vera Hulsebosch (left) of the Public and Communications Service and Joris van der Zwan of Validators demonstrate how conversational AI offers new opportunities to better understand the effectiveness of branded content. Hulsebosch is the coordinator of the Campaign Research team at the Public and Communications Service (DPC), part of the Ministry of General Affairs. With more than ten years of experience in researching government campaigns, she has witnessed significant changes in the media landscape.

The government, too, is increasingly using branded content to make complex topics more accessible to citizens. This raises a practical question: how do you measure the impact of such a campaign when there is no direct conversion or discount code to link to it? Van der Zwan, a Senior Client Consultant at Validators, deals with these kinds of issues on a daily basis. Within the Public Services team at Validators, he works on brand and campaign research for government organizations, from pre-tests to impact measurement. Together with the Public and Communication Department, he developed a new research approach that can better analyze branded content.

Accessible

When asked what she sees as the most significant challenge for marketers in 2026, Hulsebosch points to a paradox in the current research landscape. “Marketers who truly understand market research see that it’s becoming increasingly accessible to obtain ad-hoc data and insights. It’s tempting to work with synthetic data instead of real respondents. It’s fast and easy, sure. But does it yield the right information?” According to her, the challenge lies in finding balance. “What data gives me clear insights that I can use to steer my strategic course?” AI is playing an increasingly larger role in this, including in the evaluation of branded content. Van der Zwan observes that traditional research methods are no longer always sufficient. “In our studies, we see that branded content evokes much more emotion in the end user than a mass media message.” As a result, a traditional questionnaire often falls short. “The average questionnaire with a fixed set of open-ended questions is no longer sufficient to capture the respondent’s true words.”

Branded content fuels innovation

Validators therefore developed a method that combines real respondent data with AI-driven in-depth interviews. “This allows you to speed up your research without compromising on quality and without AI hallucinations,” says Van der Zwan. With conversational AI, each respondent receives a unique questionnaire tailored to their relationship with the content. “Together with DPC, we then built a framework to systematically evaluate this. Without AI, that would never have been possible.” According to Hulsebosch, the innovation in branded content lies not only in technology but also in the role it plays within public communication. “Branded content enables you, as a government, to address specific target groups with more complex topics.” While the government remains an abstract concept for many citizens, content can help make policy tangible. “Branded content, in particular, helps make it clear what the government is working on and what that can mean for you personally.” Creators also play a role in this. “Collaborations with influencers are an accessible way to encourage behavioral change. After all, a good example is worth following.”

The challenge lies in finding a balance

Why do they believe the Branded Content Event 2026 is particularly relevant right now? According to Van der Zwan, it’s because branded content is transforming the field of marketing itself. “Branded content fuels innovation in the marketing industry. A unique medium requires a new approach to market research.” During their session, they’ll demonstrate how conversational AI can help us better understand the impact of branded content—and that’s not all. “We also promise to conduct an experiment with the audience.” Through their joint presentation, Hulsebosch and Van der Zwan demonstrate how branded content is not only a creative tool but also a catalyst for new forms of research.

Order your ticket today for the Branded Content Event 2026, taking place on April 9 in Utrecht