Modernizing research with AI: Customer centricity at scale

AI is democratizing discovery. Cross-functional partners are generating prototypes, conducting synthetic testing, and accessing customer signals more independently. Insight is no longer confined to the research function. It is becoming an enterprise capability. That shift may be powerful, but it also raises a question about what happens when a natural checkpoint is removed: historically, teams waited for research validation before building.

Now, with AI-enabled testing tools more widely accessible, that gate may be opening faster than the guardrails can keep up. If teams are under pressure to innovate quickly, there is a concern that speed without sufficient rigor could lead to missteps and erode customer trust. For research and design leaders, this session explores how to scale customer-centric decision-making across the organization while navigating the tension between velocity and validation.

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