Kristen Griffith

Insights Director

The Clorox Company

Kristen Griffith is Insights Director at The Clorox Company, leading its centralized Insights organization, including the Dynamic Deployment strategic consumer team that partners across business units to fuel innovation, brand engagement, and understanding of consumer behaviors and needs. She also leads Clorox’s Product & Sensory Research and Consumer Care teams, bringing consumer feedback and product experience into business decisions. With 22 years in the industry, she is a strong advocate for pairing breakthrough technology with human interpretation to drive measurable impact.

Sessions

Oct 27

10:35 AM - 11:00 AM PDT

Blue Stage

AI Trust

Ethics & Governance

CPG

Food & Beverage

Generational & Gen Z Insight

Everybody Uses AI. Nobody Trusts It.

AI adoption is exploding and is already reshaping how we shop, eat, travel, and work. But trust is cratering, and here's the twist: the people adopting fastest, like Gen Z, trust it least. This isn't a say-do gap; it's the reverse. We'll explore why the dissonance between AI behavior and belief is the real signal researchers should measure and why ignoring it invites backlash.

Key Takeaways:

1. Stop reading AI adoption as approval. Behavior and belief have split.

2. Track the "icky feeling". Unease is a leading indicator of backlash.

3. Insight's real mandate: find the struggle so brands can relieve it.

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