Anne-Claire Pierron

CMI Lead Global Dove Masterbrand

Unilever Dove

Anne-Claire Pierron is the CMI lead on Dove Masterbrand in Unilever. She has over 10 years experience working both client & agency side, with a passion for qualitative research. She is particularly interested in the role & impact of AI on the future of qualitative research.

Sessions

Jun 23

3:45 PM - 4:10 PM GMT+2

Blue Stage

AI for Analysis

AI Governance / Trust

Research Integrity

Validation / Verification

AI in Research: The False Confidence Problem

AI is putting research and analysis capabilities into more hands than ever. But, in doing so, it risks generating expert-looking outputs without building expert judgement. In this session, Firefish's Head of AI Adrien Weinert, and Unilever's CMI Lead Anne-Claire will explore how this can lead to ""false confidence"", the costs that are already being felt, and how to minimise the risk in research
Key Takeaways:
1. False Confidence is inherently human - We are all susceptible
2. Minimising false confidence means knowing how and where to restrict our reliance on AI
3. Future researchers must develop AI expertise, alongside research expertise

Also speaking

Adrien Louis Weinert

Head of AI Research, Firefish

Speaker

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