February 12-13, 2019

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How Lipton Iced Tea is Using AI to Be More Human

Room 2 | 3:30-4:00 | Tuesday, February 12, 2019

This presentation will be our own personal stories of working with AI technology from the perspective of an AI start-up creating an innovative new platform and a global company driving change in their insights organization.

Our stories will cover three key points in turn:

1. The traditional insight model is broken – We will start by talking through our 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 and, more specifically, a Lipton iced tea case study 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 something 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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