Log in to access the member rate for this event. Don’t have an account yet? Create one here.
Tuesday 6 October 2026 | 10:00 – 11:00 CEST | Online | English
AI is rapidly changing the way research and insights are generated. Synthetic data, AI-generated respondents, digital twins and automated research tools are developing at remarkable speed.
But as the possibilities grow, so do the questions.
When can we actually trust synthetic insights? How close can synthetic consumers come to real people? And should AI replace parts of traditional research – or enhance what researchers can already do?
During this special Data & Insights Network webinar, organised during World AI Week, experts from Ipsos, Kantar and Dynata will explore the opportunities, limitations and methodological questions surrounding AI and synthetic research.
Rather than focusing on the hype, we look at what is happening in practice today: how synthetic data is being developed and validated, where it can add real value and where human respondents and human expertise remain essential.
Expect different perspectives, practical examples and an open discussion about one of the biggest questions facing the research industry:
Will the future of research be human, synthetic – or both?
What will we discuss?
Among other things:
- How AI and synthetic data are changing the research process
- How synthetic audiences compare with real consumers and respondents
- When AI-generated insights can be trusted
- How synthetic outputs can be validated
- Where methodological risks and limitations remain
- The role of real human data as AI becomes more sophisticated
- Where digital twins and synthetic respondents could add value
- What all of this means for the future role of researchers
Speakers
Ipsos
Ipsos brings a critical methodological perspective to the discussion.
How do we determine whether AI-generated and synthetic insights are reliable? Where can synthetic approaches add value, where should researchers remain cautious and how can synthetic results be validated against real-world research?
Speaker and session title to be announced.
Kantar
Kantar will explore the rapidly developing world of synthetic audiences and AI-powered research.
How close can synthetic consumers come to real consumers? What can they already be used for today, how do we validate their responses and what does their development mean for traditional research?
Speaker and session title to be announced.
Dynata
Human Truth, Synthetic Intelligence
How Synthetic Data Can Enhance Research Without Replacing People
Synthetic data offers major opportunities to make research faster, more scalable and more efficient – but not every research question is suitable for a synthetic approach.
Dynata will explore where synthetic data can add value, where researchers should remain cautious and why validation against real human data is essential. The session looks at different synthetic approaches, the risks researchers need to manage and why the future of research may not be human or synthetic, but a combination of both.
Dynata’s central perspective is clear: human data provides the ground truth, while synthetic intelligence can extend what research is able to do.
Who should attend?
This webinar is relevant for:
- Researchers and insights professionals
- Research and insights managers
- Data and analytics professionals
- Marketeers and strategists
- Research agencies and technology providers
- Client-side professionals responsible for consumer and market insights
- Anyone interested in AI, synthetic data and the future of research
Whether you are already experimenting with synthetic research or are still determining where AI could add value, this webinar will provide a practical and critical view of where the market is heading.
Practical information
Date: Tuesday 6 October 2026
Time: 10:00 – 11:00 CEST
Location: Online
Language: English
Organiser: Data & Insights Network
Part of: World AI Week 2026