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About

In an era where consumers expect authenticity and connection, Organic Valley is using AI and video insights to dig deeper into what truly drives its customers. In this session, Tripp Hughes, senior director of consumer strategy at Organic Valley, shares how his team is leveraging researcher-driven AI to blend the depth of qualitative storytelling with the speed and scale of quantitative data. Learn how Organic Valley’s approach is helping uncover more human truths behind consumer choices – fueling more resonant brand narratives, sharper creative and stronger customer relationships.

Whether you’re shaping brand strategy or evolving your insights practice, this session will show how AI and video can unlock richer understanding and inspire more meaningful storytelling.

Key takeaways:
1. How to integrate AI and video to deepen consumer understanding at scale.
2. Ways to turn unfiltered customer stories into actionable insights.
3. The role of AI in accelerating and enriching qualitative exploration.
4. Lessons from Organic Valley’s journey toward more authentic storytelling.

Featured Presenters
Webinar hosting presenter

Aneesh Dhawan

CEO and Co-Founder, Knit
Aneesh Dhawan is the CEO and founder of Knit, the researcher-driven AI platform. At the age of 16, Aneesh launched his first company, a cause-marketing agency called Feed A Friend. Two years later he started his current venture, Knit, the platform helping brands like Adobe, JBL, NASCAR and more get a quicker and more holistic understanding of their target audience through the power of video and AI. Aneesh has grown the company from a dorm-room project to an industry-leading, technology company with over 100 enterprise clients and a team of 60+.
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Webinar hosting presenter

Tripp Hughes

Senior Director of Consumer Strategy, Organic Valley
Tripp Hughes is senior director of consumer strategy for CROPP Cooperative/Organic Valley, the nation’s leading organic, farmer-owned cooperative. CROPP had sales revenues of over $1 billion in 2020. As lead for consumer strategy for the co-op, Tripp has responsibility for working with his marketing teammates to facilitate the consumer strategy in bringing the Organic Valley brand to life, knowing that in today’s world brands need to speak transparently and authentically. He has been involved in food marketing for over 20 years and prior to his role as senior director, Tripp held positions in brand management, category management and sales planning with Organic Valley and Horizon Organic.
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