How Gen AI is Revolutionizing Market Research with Stefano Puntoni

How Gen AI is Revolutionizing Market Research with Stefano PuntoniGenAI should not just help market research teams do today’s work faster, but enable “better things,” including work they are not doing at all. Stefano Puntoni, Co-Director, Wharton Human-AI Research, The Wharton School, joins host Nick Graham, Founder, Vertemis, to reframe GenAI’s impact from productivity to effectiveness, discussing just-in-time insights, synthetic data as an alternative to “no data,” and reaching hard-to-sample or restricted audiences. They unpack misconceptions and identity threat, argue for hybrid approaches combining human and synthetic inputs, and distinguish synthetic personas from true digital twins built from data on real individuals. The conversation also covers where LLMs may excel (belief estimation) versus struggle (context-driven experimental responses), how leaders can map use cases across the research workflow, and why accessible coding agents may accelerate experimentation.00:00 Beyond Efficiency00:20 Podcast Welcome01:38 Reframing Gen AI Value03:10 New Research Frontiers08:43 Better Things Not Faster09:55 Synthetic Data Basics10:45 Misconceptions And Threats15:47 When To Trust Synthetic21:22 Digital Twins Explained24:23 Can AI Model Humans31:57 What Leaders Should Do36:12 Staying Sane And Ahead38:07 Future Developments39:20 Key Takeaways OutroInsights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast NetworkExplore more episodes and resources → https://www.greenbook.org/podcast-networkLearn more about MRII → https://mrii.org/