Tag: synthetic audiences
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Can AI-Assisted Market Research Be Trusted?
Semaine Health’s CMO, Joahne Carter, wanted to reposition the women’s health supplement brand without paying big-brand research prices—or waiting 3–6 months for the usual focus groups and quant. So she and Y2S Consulting founder Yogesh Chavda used an agentic AI workflow to pressure-test 15 positioning concepts using synthetic respondents. But Carter didn’t fully disclose the…
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AI Personas Meet Real-Time Culture: Agencies Test a New Insight Stack
Horizon Media, Dentsu’s Carat, and others are piloting a consumer intelligence setup built through a Slightly + Vurvey Labs partnership. The hook: Vurvey uses video surveys to create “people models” and AI personas that simulate customer behavior with claimed 93–95% accuracy—aimed at speeding product development, marketing decisions, and co-creation by turning human feedback into something…
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How AI Helped Corona Cero Find Its Olympic Chill
Corona Cero had just three weeks to craft a global Olympic campaign—and decided that traditional tear-jerkers about sacrifice and national pride weren’t going to cut it. As the first-ever worldwide beer sponsor of the Games, the nonalcoholic brand leaned into its laid-back DNA, using AI to uncover emotional insights that felt distinctly more beach than…
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Kind Is Letting AI Taste-Test Its Message Before You Do
Kind snack bars is going all-in on generative AI to cut costs and move faster—because apparently, granola bars aren’t the only thing they want to streamline. Facing pressure to break through with Gen Z and outmaneuver private label competitors, Kind’s marketing team has shortened its creative testing window from months to mere days, using tools…
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Synthetic Personas, Real Payoff: How Dentsu Is Redrawing Media Plans with AI
While AI headlines often chase shiny creative tools, Dentsu is focusing the spotlight on media planning. Through a partnership with startup Evidenza, the agency network is bringing synthetic audiences—AI-generated personas built from real but anonymized data—into the center of campaign planning and targeting. Unlike traditional panels, these digital twins are created quickly from probabilistic data,…