Scapegoat or Superhero: Putting AI to the Insights Test

AI has made analysis accessible. It hasn’t made everyone an insights professional.

Anyone can drop a dataset into general-purpose AI and get a summary in seconds. But would an experienced insights professional trust it enough to make a business decision?

We're going to find out.

In this live experiment, we'll give the same data and questions to general-purpose AI and a purpose-built insights platform, then put both sets of findings in front of a marketing insights professional. They'll poke, prod and pressure-test the results: What holds up? What's missing? Where would they dig deeper? And, ultimately, what would they actually feel comfortable putting in front of a stakeholder?

Together, we'll look beyond the initial answer to compare accuracy, consistency, traceability and context, and explore the difference between getting an answer from AI and getting an insight you can defend.

You’ll learn how to:

• Recognize where general-purpose AI excels and where relying on its output introduces risk
• Evaluate whether AI-generated insights are accurate, consistent, traceable, and defensible
• Move beyond summaries to understand the drivers, emotions, and context behind the data
• Use AI to spend less time on manual analysis and more time delivering credible recommendations that influence decisions

Register Here