How AI Is Reshaping Consumer Insights and Marketing Research

On this episode of the Marketing AI SparkCast, David Jacobson, Global Senior Director of Applied Consumer Science at The Coca-Cola Company, joins host Aby Varma to explore how AI is transforming consumer insights. They cover synthetic personas and where they work best, how insights leaders build trust in AI-generated outputs while watching for reports that look polished but lack real substance, and why data quality determines whether synthetic research holds up globally. David explains how to separate a genuine trend from AI noise, how AI is making personalized creative economically viable at scale, what's changing in creative testing, and how AI agents are starting to automate repetitive insights work.