What's Happening?
Mars Wrigley is leveraging synthetic audiences to test product concepts and creative ideas, as demonstrated during a live demo at The Drum Live. Yasmeen Cohen, global product strategy lead at Mars Wrigley, highlighted the use of generative AI to create lifelike personas that mimic human behaviors, allowing for rapid and cost-effective insights. This approach aims to augment traditional research methods, providing a more efficient way to understand consumer preferences and behaviors. The technology, developed by Empathy Lab, uses large language models to create synthetic personas, which have shown a 75% accuracy rate in response alignment with human panels.
Why It's Important?
The use of synthetic audiences represents a significant shift in product testing and market research. By reducing the time and cost associated with traditional methods, companies like Mars can innovate more quickly and take greater creative risks. This democratization of research allows for continuous learning and adaptation, potentially leading to more accurate predictions of consumer behavior. The ability to test ideas early and often could give brands a competitive edge, enabling them to respond swiftly to market changes and consumer demands.
What's Next?
Mars plans to expand the use of synthetic audiences as an augmentation to traditional research methods. This approach could lead to broader adoption across industries, as companies seek to enhance their research capabilities and innovate at a faster pace. The ongoing development of AI-driven research tools may further refine the accuracy and applicability of synthetic personas, potentially transforming how brands engage with consumers and develop new products.
Beyond the Headlines
The integration of synthetic audiences into product testing raises ethical considerations regarding the reliance on AI for consumer insights. As companies increasingly use AI to predict human behavior, questions about data privacy and the authenticity of consumer engagement may arise. Additionally, the long-term impact on traditional market research roles and methodologies could lead to shifts in industry standards and practices.
