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

At boobook ,we see AI as a powerful ally, not a magic solution. We don’t jump on every new trend, but take the time to explore where AI truly adds value. By testing, learning and choosing tools carefully, we make sure innovation never comes at the expense of quality.

AI is evolving fast, and so are we. We keep a close eye on new developments, always asking: does this make our work smarter, faster, or more meaningful? If the answer is yes, we’ll embrace it. If not, we move on.

Quality insights start with responsible use of technology. That’s why we signed the AI Pact, a commitment to using AI ethically and transparently.

We train our team to work confidently and critically with AI tools. From understanding their potential to recognising their limits, we make sure everyone knows when (and when not) to use them.

Using AI responsibly isn’t just about efficiency, it’s about keeping our insights valid and our values intact.

Understanding people will always be human work. But AI can make the journey faster and smoother: from transcribing qualitative interviews to scaling up B2C interviews through AI-powered conversation tools.

AI can help you save time, broaden your reach, and focus on what really matters: understanding people’s motivations and behaviour. It can be a smart sparring partner, but never the one steering the wheel. We stay in control, using technology without losing the human touch.

Data becomes powerful when people start using it. That’s why we created Victor and Maria, two AI-powered personas 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 Victor and Maria, team members get to know their motivations, needs and behaviours firsthand. Because the more real your segments feel, the easier it becomes to act on them.