Illustrative image, AI digital twins Something new is happening in customer research. Companies are buzzing about using AI to simulate their customers. Startups are pitching "synthetic users" and "digital twins." Enterprises are running pilots with AI personas. Everyone's excited about the possibility of instant, scalable customer insights without the cost and complexity of traditional research. Digital twins, synthetic users, synthetic personas promise to transform the research industry,...

Human-centeredness is at the core of our activities. We believe in this so much that we put it on our website’s header. In short, at Quartz Labs, we believe that AI has the potential to do a lot of good or a lot of harm, that really depends on how we use it. And while putting the genie back in the bottle would be impossible and likely senseless, we want to emphatically steer away from technological determinism: whether we’ll remember the AI revolution as the beginning of something great or...

Why the smartest teams aren't using AI to replace people. They're using it to unlock human and organizational potential. The four roles of AI in innovation - overview The biggest misconception about AI in innovation isn't technical. It's human. Most organizations approach AI as a sophisticated automation tool, perfect for handling the mundane tasks that slow down innovation teams. And yes, AI excels at these menial activities. But this narrow view misses the truly transformative potential of...