Are we defined solely by what we look at online? Ogilvy and CivicSync are defining user archetypes based on real-time data by tracking browsing habits in a way that is agnostic to background and identity. This could mean that an AI composite of a type of user is a more reliable narrator than a human, which could alter the nature of consumer research. One of the primary points of contention with AI is the innate bias of the developers inflecting the worldview of the software. This approach would get around that bias. The sample size is currently quite small in this thesis, so it will be interesting to see the scaled results.
Ogilvy’s latest partnership tests how far strategists can trust an AI focus group