Three ways AI is reshaping marketing insights

At the Insight to Impact event, WARC’s David Tiltman discovers how Mondelez’s insights team is using AI with Pam Forbus, examines the need for “marketing engineers” with Profound’s Matthew Huo, and goes deep on synthetic data research with Tracy Adams from the ARF and Keith Smith from the Marketing Science Institute.

This episode is sponsored by Profound. To learn more, go to tryprofound.com

Guests:
Pamela Forbus, Global Chief of Insights & Analytics, Mondelez
Matthew Huo, Product Marketing, Profound
Tracy Adams, Senior Director of Research & Insights, The Advertising Research Foundation
Keith Smith, Managing Director, The Marketing Science Institute
David Tiltman, Chief Content Officer, WARC

Chapters:
(00:00) Intro: Welcome to Insights to Impact
(02:29) Mondelez: Leading insights into AI’s future
(06:21) Mondelez: Breaking silos with consumer insight
(09:40) Mondelez: AI pilots, synthetic personas, and data foundations
(13:52) Mondelez: Synthetic personas and real consumers
(17:42) Profound: How brands appear in AI answers
(21:46) Profound: Creating original, specific content
(26:53) Profound: The rise of marketing engineers
(34:01) Profound: AI’s impact on marketing jobs
(37:24) The risks of synthetic research
(42:15) Bias, variability, and validation
(43:39) Why small prompt changes matter
(49:06) Matching validation to decision stakes

For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday.

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