AI and consumer insights: harness the power **without compromising quality**

At boobook, we see Artificial Intelligence (AI) as a powerful ally, not a magic solution.

AI is evolving fast, and so are we. We keep a close eye on new developments. But we don’t just jump on every new trend. Rather we take the time to explore where AI truly adds value.

Only tools that raise data, insights and strategic recommendations to a higher level make the cut. That way we make sure innovation never comes at the expense of quality.

Data becomes meaningful when people start using it. That’s why we created Victor, Maria & friends: AI-powered persona bots that help teams connect with their customer segments in a more tangible way.

Instead of reading about a target group, you can talk to them. By chatting with these persona bots, team members get to know their motivations, needs and behaviours firsthand.

The more real your segments feel, the easier it becomes to act on them.

We believe truly understanding people, and their underlying motivations and behaviour, will always require human expertise.

AI can make the journey faster and smoother: from transcribing qualitative interviews to scaling up B2C interviews through AI-powered conversation tools.

But AI only amplifies the quality of the thinking behind it: strong analysis becomes stronger, weak interpretation stays weak.

We see AI as a smart sparring partner, but we stay in control. Ultimately, every insight we deliver is the result of human thinking, not automated output.

Using AI responsibly isn’t just about efficiency — it’s about keeping our insights valid and our values intact. That’s why we signed the AI Pact: a commitment to ethical, transparent and privacy-conscious AI.

We only work with AI tools that meet strict GDPR and data-handling standards, and we’re clear about where AI fits into our process. Clients can trust that every piece of data is handled with care.

Through ongoing knowledge sharing and training, we equip our team to work confidently and critically with AI. From recognising its potential to understanding its limits, we make sure everyone knows when – and when not – to use it.