AI can give businesses answers in seconds. But can those answers be trusted to reflect real people?

As brands face growing pressure to make decisions faster, traditional consumer research can struggle to keep pace. Digital twins offer a new way to bridge that gap by combining the speed and scalability of AI with insight grounded in real human data.

But not all digital twins are created in the same way. As interest in this emerging research methodology grows, so do the questions. What exactly is a digital twin? How is it different from an AI persona or avatar? What makes one approach more credible than another? And how can brands use digital twins without losing the depth and nuance of human understanding?

In this interactive webinar, we’ll go beyond the hype to explore how digital twin communities are built, how they can complement traditional research, and what it takes to generate AI-powered consumer insights that businesses can use with greater confidence.

You’ll learn:

• Why digital twins are gaining momentum in market research and where they can add value
• The differences between digital twins, AI personas, and AI avatars
• How real consumer data, validation methods, and grounding scores can strengthen the reliability of AI-generated insights
• How digital twins can help brands make faster decisions without sacrificing human depth and context

Whether you’re exploring digital twins for the first time or assessing how they could support your organisation, this session will give you a practical foundation for navigating the evolving AI research landscape and moving at the speed of business without losing sight of the people behind the data.