Understanding why people make the choices they do is becoming increasingly complex. Much of everyday behaviour is shaped by fast, intuitive decisions that people struggle to articulate and that traditional research often struggles to capture. 

At the same time, new AI enabled approaches are opening up fresh possibilities. From conversational AI to digital twin communities and AI avatars, we are beginning to explore whether synthetic models can help us get closer to the intuitive, System 1 decisions that drive real behaviour. 

With Annelies Verhaeghe, Chief Innovation Officer, in London for her MRS Annual Conference session, we are bringing together a small group of insight and brand leaders for a breakfast conversation. Grounded in ongoing experimental work, we will explore how AI can complement human understanding and where it challenges long held assumptions. 

This is a discussion, not a presentation. A space to exchange perspectives, ask questions and reflect on what today’s AI tools, including digital twins and AI avatars, can genuinely offer insight teams. Expect a candid conversation about what is working, what is not, and how to navigate this fast moving landscape with confidence.

What we’ll explore 

• Why claimed and real behaviour often diverge 

• The role of intuition, emotion and cognitive shortcuts in decision‑making 

• How digital twins and AI avatars can simulate System 1 thinking 

• Where synthetic and human insight work best together 

• Practical implications for insight and brand teams 

Coffee, croissants and a thoughtful conversation with peers who are equally curious about the future of understanding people. 

Places are limited. Register to secure your spot. 

Details of the location and programme will be shared via email.