Episode
Unpacking Synthetic Data and Digital Twins with Koen Pauwels
- Published
- Feb 5, 2026
- Duration seconds
- 2017
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Summary
In this episode, we dive into the fascinating world of synthetic data and digital twins in marketing research. Host Niels Schillewaert of Conveo.ai is joined by Koen Pauwels, Associate Dean of Research at Northeastern University, who shares key insights from his recent conference at Columbia University. Learn about the practical applications of AI-generated data, why senior executives might over-rely on AI, and how synthetic data should augment human insights rather than replace them. Tune in to explore the benefits, pitfalls, and the future of synthetic data in marketing. 00:00 Introduction: Overreliance on AI by Senior Executives 00:33 Welcome to Tori's Insights and Innovators Podcast 00:47 Introducing Today's Topic and Guest 02:43 Understanding Synthetic Data and Digital Twins 04:58 Comparing Traditional and Modern Research Tools 06:41 Lessons from the Columbia University Conference 08:57 The Role of Human Insight in AI 11:52 Strategic Decision-Making with AI 18:57 Addressing Bias in Digital Twins 22:05 Combining AI with Human Input 25:41 Practical Implementation Framework 28:15 Future of Synthetic Data in Marketing 30:14 Final Thoughts and Advice 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/