“Context” might be the buzzword of 2026. Every company wants AI that understands its customers, its market and its business. Here’s the twist: many insights teams have already built that knowledge foundation. For years, researchers have been creating systems where data flows in, gets organized and analyzed and then gets surfaced to help teams make better decisions. Most companies just don’t see those systems as part of their AI strategy yet. Maren Conradi has spent more than a decade studying researchers as her customers at Typeform, UserTesting, UserZoom, Deft Research and now Marvin, where she leads product marketing. She has seen how much value research teams create and how often that value goes unrecognized. In this session, she’ll share a practical three-part playbook to help researchers put the systems they’ve built to work in the AI era: plug in, partner out, prove it.
Key takeaways:
- Plug in: How to turn your insights system into a trusted source of customer context for the AI tools your company already uses.
- Partner out: How to work more closely with marketing, brand, product and customer success so research shapes launches, roadmaps and other decisions across the business.
- Prove it: How to borrow lessons from marketing to show your impact, from tiering research like a product launch to tracking what changed and telling stories leaders remember.
