With AI tools surrounding us at every corner and on every screen, there is a bigger and more pressing question Insights leaders must come to terms with now – what does it mean to lead Insights in an age of AI? Our unique session will feature an in-depth look at two key questions that have been largely overlooked.

• What does it mean to lead Insights in a world where AI tools and solutions are pervasive?
• What does the leading insights function of tomorrow look like?

Learn about a powerful and unique framework for getting past the tools-based noise of today to shine a bright light on the core tension that AI is struggling to overcome as well as a blueprint for thinking about the Insights org of tomorrow. This session will deliver a clear and actionable model for tomorrow’s leaders to drive change, starting today.

Pepsi, Clorox & Intuify discuss how AI is radically changing how we research. We’ll be talking about ‘de-humanized’ research innovations like synthetic respondents and cheating, as well as ‘humanized’ interactive conversations with AI-driven automated analysis. Finally, we’ll explore current innovations and discusses future implications for our jobs and the industry.

Since the dawn of time marketers have always seeking a richer understanding of brand equity.  Okay not the dawn of time, but since 1959 when Louie Cheskin published ‘Why People Buy’ researchers have strived to answer—what makes our brand stand out and how it truly connects with consumers on an emotional level. Let’s face it, traditional brand research often falls short. Why? Because people don’t communicate in rating scales—they share stories. If you ask four researchers what the right scale is, you will get seven answers. In this session, PSB Insights will share the results of a provocative test demonstrating how narratives can be transformed into quantitative results, offering a fresh and authentic approach to understanding brand equity.

This session will equip you with the tools to move beyond outdated methods to uncover the deeper truths behind your brand.

Join us to learn:

• Where traditional brand research misses the mark and how to evolve beyond it.
• How storytelling holds the key to unlocking profound consumer insights.
• PSB Insights' innovative method for converting unstructured data into actionable metrics.
• How to leverage these insights to craft a brand strategy that resonates.

Mastering the Art of the Ask (Beginner-Intermediate) – Learn to formulate powerful prompts and guide LLMs to unlock the potential of AI, boost your efficiency, and gain a competitive edge.

From Selection to Success: Being Smart When Buying AI Technologies – Led by a veteran chief product and technology officer, this talk focuses on how to make smart decisions when opting to buy, including discussions on evaluating technical capabilities, interoperability with existing systems, security, scalability, deployment, and ROI. Equip yourself with the knowledge to confidently navigate the AI marketplace—regardless of your technical expertise—and maximize the impact of your technology investments.

Battling the Adverse Impacts of AI – Led by Accenture, this presentation will discuss the roles with the highest potential for automation and augmentation and consider the implications on populations of the workforce that are being left behind. What do leaders need to do to ensure that they are aware and have an action plan to curb the ramification of extant bias. 

Your AI Playbook for Qualitative Research – Supported by case studies and objective reviews of a wide array actual tool tests, you’ll receive guidance on how to optimize AI integration through key steps of the qualitative process.

8 MUSTs for a Front-to-back AI Tech Stack – In this session, you will come away with insights you can immediately apply on building an AI-infused enterprise tech stack from scratch. We will cover the leadership soft skills that expedite your go-to-market and minimize your costs, the most critical data strategies, and digging deep to get where performance and product-market fit need to be. You will witness what’s worked in the past, as well as key principles to make building an AI-based tech stack work for you in the future.

Demystifying OpenAI & The First Steps in Building AI Solutions – You’ll gain clarity on the OpenAI package as our presenters illustrate its impact on real-world business applications. Discover how to accelerate insights, streamline operations, and scale AI with ease using practical coding examples and strategies. From understanding when to build versus buy, to optimizing your internal capabilities, we’ll cover everything needed to harness the power of AI effectively and securely. This workshop is perfect for data scientists, developers, and leaders looking to implement scalable, AI-driven solutions that can transform their organizations. Whether you're just starting or looking to refine your AI strategy, you'll leave equipped with actionable steps to confidently kickstart your AI journey.

Don Levy, Director of the Siena College Research Institute, and Paul Connor from CloudResearch, will demonstrate how AI-driven interviews can enhance traditional polling. As voter opinions shape the 2024 election, combining quantitative data with AI-driven qualitative insights offers a deeper understanding of voter behavior. Using CloudResearch's conversational AI and analysis system, Engage, they will present key findings from a study on voter attitudes toward Donald Trump and Kamala Harris, highlighting the significance of "Persuadable" voters. The session will show how AI can uncover complex voter sentiments and discuss implications for political polling and brand research.

AI in the insights industry might seem ahead of the regulatory curve, but the regulators don’t agree. Whether in privacy, data security, copyright, patent, or other legal and ethical areas, old laws and rules apply and new ones are taking effect already in the U.S. and Europe. What do they all mean for your insights work? What legislation is percolating at the state level and in Congress that could impact your development and use of AI (and AI-related) tools and services? Insights industry lawyers Russ Anderson (Pullman & Comley) and Ben de Seingalt (MarketVision Research), and lobbyist Howard Fienberg (Insights Association) are ready to tag team the tough questions.