Persona Agents are a powerful application of agentic AI that transform traditional segmentation into living, conversational agents that teams can work with every day. In this session, Market Logic shows how enterprise insights and innovation teams are using AI-powered Persona Agents to activate existing consumer research and segmentation data between research cycles. Built entirely from an organization’s own trusted data, each Persona Agent simulates a real consumer segment, complete with demographics, preferences, tone of voice, behavioral traits and life context. Unlike static personas, these agents are interactive, enabling teams to ask questions, test ideas, and challenge assumptions on demand.
Joseph Rini, director of product management at Market Logic, demonstrates how DeepSights™ Persona Agents fit into an always-on intelligence approach and how they are applied within the DeepSights Innovation Studio to support front-end innovation. You’ll see practical examples of how teams use Persona Agents to explore opportunity spaces, validate early concepts and iterate faster – without replacing live research or compromising rigor.
This session is designed for insights leaders looking to extend the value of existing research, accelerate innovation cycles and embed AI into repeatable, insight-led workflows.
Key takeaways:
• How Persona Agents differ from traditional personas and where they add the most value.
• How to test ideas and challenge assumptions earlier using existing research.
• Where Persona Agents fit between research cycles to accelerate innovation workflows.
• How teams use Persona Agents to speed insight, reduce duplication and enable collaboration.
