Conference: Oct 5-6
Workshops: Oct 7
Making Bad Research More Efficient with AI (AI in Action Masterclass)
Dhruv Guliani (Co-Founder and CEO, Keplar)
Oksana Sobol (Vice President of Insights, The Clorox Company)
Date: Wednesday, October 7
Time: 9:10 am - 10:00 am
Pass Type:
All Access -
Get your pass now!
Session Type:
Summit (All Access Required)
Track:
Summit | AI in Action
Vault Recording: TBD
AI in insights is being sold as an efficiency play, and that's exactly what's leading brands astray. Insights teams are spending to speed up methods that were already broken: research that frustrates consumers, flattens what they say, and produces generic, unopinionated reports. Efficiency misses the point.
Oksana Sobol of Clorox joins Keplar founder Dhruv to make the case for the harder path: not automating legacy methods, but replacing them. Two years in, the use cases transforming the work weren’t the ones anyone expected.
The honest journey, with hands-on examples, frameworks to take away, and the missteps along the way.
No pitches. No roadmap theater. Real examples and where A&I goes from here.
Takeaway
- What actually creates value: reliably deep quant data at scale, turning six-month demand space studies into three-week ones
- Why conversation is the richest way to moderate, and why this is deep quant, not automated qual
- How to build systems that feed decision intelligence and unlock the value sitting in your insights repository
- A framework for piloting fast, doubling down on what works, and cutting what doesn't, without betting the function on hype