Abstract:

Brands are successful when they can effectively convert business strategy into ideas that speak to their consumers. The ultimate prize is to be able to create game-changing concepts that capture the consumer?s imagination and bridge the gap between consumer needs of the future and a brand?s strategic imperatives. What could add outstanding value to the pursuit of this goal is ?decoding the consumer?s mind? rapidly and at scale, but time and cost are of essence. In a world where consumer preferences change at the speed of the internet, traditional research is too slow or costly to conduct at scale. Enter generative AI (GenAI) and large language models (LLMs), which offer a uniquely positioned solution to speedily create game changing ideas that resonate with consumers.