April 2-3, 2019

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How is Helping Brands Use AI to Be More Human

Room 2 | 9:15-9:45 | Tuesday, April 2, 2019

This presentation will be a personal story of working with AI technology from the perspective of an AI start-up creating an innovative new platform for global brands and their insights organization.

Our story will cover three key points in turn:

1. The traditional insight model is broken – Talking through experiences in the brand and agency world, the changes we are seeing that create pressure for businesses to be more agile (without sacrificing insight and rigor) and the impact this has on the traditional insight and agency model.

2. AI is currently a source of fear, not hope – We will then talk about the current direction of AI solutions, the drive towards automation and taking people “out of the loop” and how this leads to a negative perception of the technology and reinforces people’s natural resistance to change.

3. AI can help us be more human, not less – Finally we will draw on the experiences of over 100 live global projects to show how AI can accelerate human expertise and help us to deliver global insights and opportunities for brands; faster, cheaper and better.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Global/international research
  • Industry trends – future of marketing research
  • Hybrid/mixed methods (qualitative, quant, mobile, SM)
  • New techniques – qualitative and quantitative


  1. AI is something exciting and that can and should be embraced for insight.
  2. It’s not about machines replacing people, it’s about accelerating their expertise.
  3. This is something that’s happening right now, not just in the future.


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