# How Gen AI is Revolutionizing Market Research with Stefano Puntoni

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Text version: https://stenobird.com/podcast/insights-innovators-podcast-from-mrii-7077675/how-gen-ai-is-revolutionizing-market-research-with-stefano-puntoni.md
Podcast: [Insights & Innovators Podcast from MRII](https://stenobird.com/podcast/insights-innovators-podcast-from-mrii-7077675)
Published: 2026-03-19T10:00:00+00:00
Episode link: https://insights-innovators.captivate.fm/episode/how-gen-ai-is-revolutionizing-market-research-with-stefano-puntoni
Audio file: https://episodes.captivate.fm/episode/c1b29d7b-5878-45fc-a40f-ec5c7c78436d.mp3
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Duration seconds: 2561

## Resource

How Gen AI is Revolutionizing Market Research with Stefano Puntoni GenAI should not just help market research teams do today’s work faster, but enable “better things,” including work they are not doing at all. Stefano Puntoni, Co-Director, Wharton Human-AI Research, The Wharton School, joins host Nick Graham, Founder, Vertemis, to reframe GenAI’s impact from productivity to effectiveness, discussing just-in-time insights, synthetic data as an alternative to “no data,” and reaching hard-to-sample or restricted audiences. They unpack misconceptions and identity threat, argue for hybrid approaches combining human and synthetic inputs, and distinguish synthetic personas from true digital twins built from data on real individuals. The conversation also covers where LLMs may excel (belief estimation) versus struggle (context-driven experimental responses), how leaders can map use cases across the research workflow, and why accessible coding agents may accelerate experimentation. 00:00 Beyond Efficiency 00:20 Podcast Welcome 01:38 Reframing Gen AI Value 03:10 New Research Frontiers 08:43 Better Things Not Faster 09:55 Synthetic Data Basics 10:45 Misconceptions And Threats 15:47 When To Trust Synthetic 21:22 Digital Twins Explained 24:23 Can AI Model Humans 31:57 What Leaders Should Do 36:12 Staying Sane And Ahead 38:07 Future Developments 39:20 Key Takeaways Outro Insights & Innovators Podcast from MRII | Hosted by The Greenbook Podcast Network Explore more episodes and resources → https://www.greenbook.org/podcast-network Learn more about MRII → https://mrii.org/

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