How to successfully integrate AI into your research toolbox

Room 4 | 2:15 pm - 2:45 pm | Wednesday, July 19, 2023

In this session, Ironwood Insights Group and PersonaPanels will introduce attendees to a new era of AI-powered consumer insights. We will review innovative, AI-driven approaches that can fit seamlessly into a suite of insights solutions and allow companies to monitor the real-time impact of changing market conditions on the interests, attitudes and behaviors of their key target segments.

This cutting-edge, machine learning technology generates synthetic respondents that embody the characteristics of segments ranging from U.S. generational segments — such as Gen Z or Millennials — to key target segments from custom, client-specific segmentations. During the session we’ll provide examples of how various AI-driven solutions, including ChatGPT, link to broader insights protocols that help companies efficiently and effectively drive innovation, product development and communications optimization.

Key takeaways:

1. Learn how to use artificial intelligence (AI) to feed continuous, category-specific learning for key U.S. generational and custom segments.
2. Understand how AI-driven solutions — including ChatGPT, synthetic respondents (called Animated Personas^SM) and text analytics — can provide an efficient platform for testing new product ideas, developing messaging to improving marketing outcomes.
3. Understand how to monitor the impact of current competitive, market and economic events on key segments’ interest and likely behaviors.

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