At the Fast Company Innovation festival, moderator Ben Baer (left) and NielsenIQ’s Ramon Melgarejo discussed how synthetic respondents are enhancing product development. BY FastCo Works For more than ...

“Organizations are leaning into AI for their innovation research,” Evans said. General Mills, for example, has used AI to build “synthetic audiences” to better understand and respond to consumers.

Last year, AI clearly moved from novelty to expectation. Hyper-personalisation ceased to be optional and became a competitive baseline, brands that failed here struggled to retain relevance. Studies ...