AI synthetic audiences are already here and poised to upend the consulting industry

There is a war brewing between AI and consulting.

Akin to an armies slow march towards the castle, a new technology is coming to dethrone the expert guessers of Mckinsey, Nielsen, Gartner, Publicis and the rest. Any consulting that involves analyzing people (think all of marketing, research, polling, etc.) will have to reckon with the technology of “synthetic audiences”.

Synthetic audiences aim to generate digital versions of people that can then be surveyed almost instantly and affordably, but not as accurately. Think Tamagochi but with people.

By prompting AI with information about a person, we ask AI to get in their shoes, simulate the thoughts, behaviors, priorities and decisions of real world humans. We can also invent non-specific placeholder people or personas and survey them as though they are real. Various firms have already fielded products in these domains, including startups Electric Twin, Artificial Societies, and Aaru, and even the ...