"Bonsai" becomes "bonsAI"

The new bonsAI logo

– Bonsai is launching its AI Development Team as a new organizational unit.

 – Bonsai is leveraging its Behavior Data Science expertise to consistently continue its growth trajectory through the use of artificial intelligence.

 – A new logo as a logical outcome of the AI-driven evolution of projects into scalable processes.

Dirk Hamann

Bremen / Hamburg, March 2, 2026.
Artificial intelligence has become a game-changer in many industries. Like many companies, Bonsai has also been experimenting with these new possibilities in recent years. “These initial experiments have given rise to projects and new processes that we are now systematically scaling up and establishing in the market,” explains Dirk Hamann, a member of the executive board responsible for the Analytics division at Bonsai .

That’s why “bonsai” is now also becoming “bonsAI” visually. By updating its logo, Bonsai is signaling this clear, expanded focus both internally and externally. “We don’t view AI as a magic shortcut or an end in itself. Our goal is an AI that helps us solve our customers’ specific problems, empowers our employees, and is sustainably embedded in the organization,” says Dirk Hamann. One example of this development is the in-house AI “Frag_bonsAI,” which is now in its third year of operation. Bonsai is now training similar systems for its clients. The unique selling point remains the data foundation: at the heart of the analysis are real survey, behavioral, and sales data. “Our focus is on valid data sources, which we leverage and scale effectively using AI to provide rapid and well-founded decision-making support,” explains Dirk Hamann.

For Bonsai , the new logo—which visually highlights AI—is more of a logical symbol of these developments than a fundamental shift in strategy, explains Jens Krüger, CEO of Bonsai since 2019: “We still see ourselves as a customer- and Philanthropist, but thanks to AI, we can focus even more on our core work and, with these new capabilities, deliver even more comprehensive solutions to our customers’ challenges.”

What does “bonsAI” mean for customers and colleagues?

bonsAI also stands for new processes and a new self-image. Colleagues from the new AI Development Team at Bonsai work together with colleagues from customer service and various other departments who best understand the needs and requirements of the market and our customers.

To efficiently create new products, there is a defined development process in which prototypes are developed very quickly using Scrum; these prototypes can then be put through live testing just as quickly, with or without customers. To expand our expertise, we have also invested in personnel—particularly IT experts and software developers. 

The logo change is a small step, but the strategy and vision for the future of market research in the AI era that lies behind it is a major one. Bonsai is firmly convinced that this will enable it to consolidate its position in the local market research scene and continue its growth in the long term.

Bonsai had already invested heavily in new employees in recent years: “At its core, this was the driver of our growth. It allowed us first to expand our expertise in various research areas and our portfolio, and then to significantly expand our customer base.”

Bonsai ’s evolution from a highly specialized provider of test markets with complex revenue and sales forecasts to a full-service provider of marketing research and services has driven significant growth, as documented in the Context revenue rankings: In 2021, the company made the leap into the top 25 of the highest-revenue institutes; in the 2024 ranking, Bonsai was already ranked 17th at
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Contact:
Dirk Hamann, Member of the Executive Board / Head of Analytics at Bonsai

dirk.hamann@bonsai-research.com
+49 421 46022-21