Patrick Mönkemöller

Everyone is asking whether AI will replace researchers. We think that’s the wrong question.  The real question is: Who decides what matters?  Using a cross-market case from Ritter Sport, we show how AI can capture perception at scale – but only human judgment transforms patterns into meaning, culture and strategy. This session challenges the AI vs. human debate and reframes the future of insight. Key Takeaways: 1. AI captures perception with precision and consistency. 2. Insight begins where interpretation begins. 3. Human judgment is not replaced - it becomes more critical.