It’s a topic on everyone’s mind: can AI research replace the insights from traditional consumer research? In this interactive workshop, we’ll answer just that—or at least enrich the debate with empirical data. Led by Lippincott’s Taddy Hall, co-creator of Jobs to Be Done, and Melissa Tischler, head of Innovation, we’ll pit a live Jobs interview with a human respondent against a real-time interview with a matching AI persona in an insights showdown. Will the human make deeper connections? Will the AI be more expansive? Will either be completely honest? You’ll have to come and see.