The ability to see outliers and unexpected shifts is core to AI-enabled consumer intelligence (AICI), the category defined by Forrester and increasingly being embraced by both insights professionals and their peers in marketing and CX.
Social data holds a deep well of insight that is hard to live without. This is where the so-called “unknown unknowns” lurk beneath the surface. The answers to questions you don’t yet know to ask. And untapped, unmet customer needs you haven’t yet discovered.
In a new blog post, SIA’s Sando Kaulartz ponders the role of machine intelligence (ML) in the search for consumer unknown unknowns. He considers:
- How advances in ML make it possible to decode the meaning of human language at Internet scale, and make it easier to spot new unknown unknowns
- Why this pursuit matters, and the example of a multinational food company trying to forecast trends in the wellbeing landscape, leveraging social and search data
- How semantic AI works - thanks to human-machine teams, unlocking the potential of AICI and delivering scale and speed.
Harnessing AI in new ways to find undiscovered trends should get all insights pros excited. Moving from trend detection to predicting impact is the end goal for many - the topic of a Synthesio webinar our team will be hosting on October 21.