Feranmi Muraina

Global Manager, Digital & Communities Insights

The Magnum Ice Cream Company

Feranmi Muraina is the Digital & Communities Insights Lead at The Magnum Ice Cream Company, where he leads the integration of cutting-edge AI technology to revolutionize strategic business decision-making. With an MS in Strategic Marketing from Imperial College London and a background spanning brand management, global digital transformation, and in-house agency leadership at Unilever, he brings a strong track record of turning data into growth. Passionate about the intersection of technology and consumer understanding, he is focused on scaling AI-powered insights, enabling teams to unlock deeper value from data, and embedding more efficient, future-ready ways of working across global organizations.

Sessions

Sep 23

2:40 PM - 3:10 PM EDT

When Your Personas Talk Back: AI Populations in Practice

What if your consumer personas could answer questions, stress-test ideas, and explore trends on demand? Magnum and Vurvey built AI populations grounded in real demand occasions—and now use them across trend exploration, innovation framing, deep dives, and brand strategy. This is what always-on insight looks like in practice.

Key Takeaways:

1. Static personas become interactive AI populations teams can query across any strategic question.

2. Grounding AI populations in demand moments instead of demographics produces sharper, faster decision

3. One insight framework can power trend work, innovation, deep dives, and brand strategy at once.

Also speaking

Chad Reynolds

CEO, Vurvey Labs

Speaker

Yuki Masuda

CMI Global Category Development and Innovation- Assistant Manager, The Magnum Ice Cream Company

Speaker