Maze Introduces Video Stimuli for AI-Moderated Conversations

In October 2026, Maze expanded its AI-moderated research capabilities by adding support for video stimuli. Researchers can now show participants videos directly during a study and then conduct a voice interview with an AI moderator about what they watched. The feature is intended for testing advertising creatives, product video demonstrations, and concepts before their public launch. It works in AI-moderated studies and in AI Conversation blocks within unmoderated tests.

Watching a Video Before the AI-Moderated Interview

Researchers can upload a video in MP4, MOV, or WebM format, up to five minutes long and up to 500 MB in size. During setup, they can trim the video, add a description of its content for the AI moderator, and define the questions to discuss with the participant.

The respondent first watches the entire video. During the initial playback, they can pause the video but cannot seek through it or skip individual segments. The AI moderator does not interrupt playback and begins asking questions only after the video ends.

Rewatching is disabled by default. If the researcher enables it, the participant can return to the video and review the parts they are interested in, this time with the ability to seek.

Discussing Advertisements and Product Concepts

After viewing, the AI moderator asks questions about how the participant perceived the video content, which elements they remembered, how clearly the message came across, and their reaction to the product or brand presented.

Maze offers two discussion modes. In Scripted mode, the researcher defines specific questions in advance. In Exploratory mode, the AI moderator can independently ask follow-up questions within the study objectives.

This allows teams to use video stimuli for preliminary ad testing, comparing product concepts, and checking how clearly users understand an explanation of a new feature. Instead of a single rating or written comment, the team receives detailed spoken responses and an interview transcript.

Availability and Limitations

Video stimuli are supported on desktop computers and mobile web browsers. The feature is not available in the Maze Participate app.

The feature is part of AI-moderated studies and AI Conversation blocks, which are available on Enterprise plans. Participants need a working microphone.

In the current version, videos are not included in session replay recordings, clips, or exported materials. Respondents’ answers are still preserved in the study recording and transcript.

Maze: A Platform for User and Marketing Research

Maze is a user and marketing research platform for testing prototypes, websites, advertising materials, and product concepts, collecting feedback, and analyzing results. The service combines unmoderated tests, researcher-led interviews, and AI-moderated conversations, helping teams validate hypotheses before launching products and communications.

Sources

1. Maze — AI for Market Research: What’s New in Maze
2. Maze Help Center — Using Stimuli in AI-Moderated Studies
3. Maze Help Center — Gather Voice-Based Feedback With the AI Conversation Block