According to Jeremy Korst and Stefano Puntoni, generative AI is transforming the collection, creation, and analysis of consumer and market insights—the lifeblood of strategic marketing. At the center of this transformation, they believe, will be two AI-generated tools designed to act as proxies for people: the synthetic persona (representing a composite individual or group) and the digital twin (representing a real individual).
At MASB Winter Summit 2026, Feb. 18-19 on Zoom, Korst and Puntoni will present Transforming Market Research with AI Tools, relating how gen AI is reshaping the collection, creation, and analysis of consumer and market insights. They will provide examples of how AI tools are being used by companies today and offer some step-by-step guidance on how to navigate this complex and exciting space.
Along with Columbia Business School Professor of Marketing Olivier Toubia, Korst and Puntoni are co-authors of the Harvard Business Review articles, How Gen AI Is Transforming Market Research and The AI Tools That Are Transforming Market Research.
Puntoni, one of the leading behavioral scientists studying the business applications of AI, is a professor of marketing at the University of Pennsylvania’s Wharton School and co-director of Wharton Human-AI Research.
Korst is the founder of Mindspan Labs, an AI-transformation consultancy and incubator. He also serves as partner at GBK Collective, which provides strategic insights to global brands. He previously held senior executive roles at Microsoft and T-Mobile and is a co-author of Wharton’s annual study on enterprise AI adoption.
Marketing Accountability Standards Board summits are key gatherings for those driving the marketing accountability movement. Leading finance, analytics and marketing professionals from marketers, their suppliers, industry associations, and academia attend to network, get briefed on recent advances, and participate in shaping the future of accountable marketing. Request your invitation from events@themasb.org.
