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AI is rapidly changing the way research and insights are generated. Synthetic data, AI-generated respondents, conversational research and automated analysis are developing at high speed. But with all these new possibilities comes an important question: when can we actually trust AI-generated insights?
During this special Data & Insights Network webinar, organised during World AI Week, we explore what AI and synthetic data mean for the future of research.
Together with experts from Ipsos, Kantar and a third organisation to be announced, we look beyond the hype. What already works in practice? Where are the methodological limitations? How do synthetic audiences compare with real respondents? And what role will researchers and human participants continue to play?
Expect concrete examples, experiments, critical perspectives and an open discussion about where research is heading.
What will we discuss?
Among other things:
- Where AI and synthetic data are already creating real value in research
- How AI-generated and synthetic insights can be validated
- Where methodological risks and limitations remain
- How synthetic audiences compare with real consumer data
- What AI changes in the research process and the role of the researcher
- Whether synthetic respondents could replace parts of traditional research
- What the future balance between human and synthetic research may look like
Speakers
Ipsos
Ipsos will bring the methodological perspective to the discussion. When are AI-generated and synthetic insights reliable enough to use, where should researchers remain cautious and how can synthetic data be validated against real-world research?
Speaker and session title to be announced.
Kantar
Kantar will share its perspective on the development of synthetic audiences and AI-powered research. How close can synthetic consumers come to real consumers, and what does that mean for the future of research?
Speaker and session title to be announced.
Third speaker
A third perspective will be added to the programme shortly.
To be announced.
Programme
10:00 – 10:05
Welcome & introduction – Data & Insights Network
10:05 – 10:20
Presentation 1
10:20 – 10:35
Presentation 2
10:35 – 10:50
Presentation 3
10:50 – 11:00
Joint discussion & Q&A
Who should attend?
This webinar is relevant for researchers, insights professionals, data and analytics professionals, marketeers, research managers and anyone working on the future of research and decision-making.
Whether you work at an agency, supplier or client-side organisation, this session is for professionals who want to understand not just what AI can do, but when it can be trusted, how it should be used and what it means for the research profession.
Practical information
Date: Tuesday 6 October 2026
Time: 10:00 – 11:00 CEST
Location: Online
Language: English
Participation: Online via webinar
This webinar is organised by Data & Insights Network as part of our activities around World AI Week 2026.