Marketing teams at Philips, Swiss Federal Railways, and Fonterra are using AI personas to pressure-test campaign ideas, refine messaging, and explore consumer reactions, often before a brief reaches a research agency.
Traditional buyer personas have long been central to marketing strategy. But in many organizations they remain static: buried in reports, quickly outdated, and rarely used to guide real decisions. A new generation of AI personas is changing that. Built from existing research and insight assets, these dynamic, interactive audience models help marketers test ideas earlier, refine messaging with more nuance, and bring consumer thinking into more decisions, more often.
Join Marketing Week‘s Trends Editor Josh Stephenson and Joseph Rini, Director of Product Management at Market Logic, for a live conversation on what’s actually working, where AI personas fit alongside traditional research, and what marketers need to know before bringing them into their own teams.
What you’ll learn:
- A clear view of when AI personas help — and when they don’t replace fielded research
- Real examples from Philips, Swiss Federal Railways, and Fonterra of how they’re being used in practice
- Practical marketing use cases, from campaign planning to concept testing
- What it takes to set one up: data, time, governance
- Questions you should be asking before you pilot AI personas in your own team
Speakers:
- Joseph Rini, Director of Product Management, Market Logic
- Josh Stephenson, Trends Editor, Marketing Week (host)