AI Personas Offer New Possibilities, But Risk Falling Short Without Human Rigor: Ipsos

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As generative AI tools flood the market promising rapid persona creation from simple prompts, global research firm Ipsos is urging brands to proceed with caution, warning that AI-driven personas risk becoming superficial unless grounded in robust research and strategic intent.

Personas, or archetypal profiles representing customer groups, have long been a staple of product development, marketing and innovation, transforming raw data into relatable characters that unify teams, guide decision-making and spark creativity. But as AI accelerates the ability to generate personas, Ipsos says critical questions are being overlooked.

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