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New work on synthetic data shows that plausible AI-generated answers can resemble market evidence while missing the variation that commercial decisions depend on.

YouGov’s expansion of AI-moderated interviews makes qualitative evidence faster to access. It also raises the standard for traceability, challenge and human judgement.

Ipsos’s latest work on digital twins points to a useful role in early innovation screening. But the research industry needs to define where simulation ends and evidence begins.