Sehnaz Arasan

At Philips, a campaign idea now meets its first consumer before it ever reaches a research agency. The consumer happens to be an AI Persona. Co-created with Market Logic, AI Personas are now part of how one of the world's most innovative companies tests claims, refines messaging, and pressure-tests concepts long before fieldwork begins. The consumer stays at the center of every decision. The work just moves differently. In this 20-minute session, Sehnaz Arasan and Andrea Gonçalves da Silva from Philips, together with Joe Rini from Market Logic, get into the actual work: how Philips teams use AI Personas, what is actually changing because of them, and where the limits are. They will show how AI Personas live inside Philips' own insights environment, how the Synthetic Persona Panel extends conversational work into quantitative concept evaluation at scale, and where the partnership goes from here. What you’ll see: •Real use cases from Philips design and claims teams: where AI Personas changed decisions, not just briefs •An honest take on when AI Personas help, and when they do not replace fielded research •The Synthetic Persona Panel: conversational depth, quantitative scale •What it actually takes to set this up: data, time, governance, integration •A look at what is next on the Philips–Market Logic roadmap For insights and marketing leaders trying to move AI past the showcase phase, this is a rare look at how one of the world's most innovative companies is actually doing it.