On MoneyFM 89.3 Saturday Mornings Show host Glenn van Zutphen welcomes Hui Ching Tan, Head of Research Insights APJ at Qualtrics, to unpack how AI‑simulated consumers are changing the way organisations understand their customers. We explore a huge shift happening inside one of the world’s biggest industries market research and why Singapore companies may be underestimating how fast AI is transforming it. Worth over US$150 billion, the research industry has long relied on surveys, focus groups and weeks‑long studies. But Qualtrics’ latest data shows a new reality:

• 78% of researchers already use Agentic AI
• 72% expect AI to take full responsibility for key research phases
• 70% believe AI agents will run more than half of all research end‑to‑end

These AI “digital twins” built from real consumer behaviour, preferences and purchase history can test messages, products and experiences in hours instead of months, without fatigue, bias or drop‑off. Hui Ching explains what this means for Singapore’s banks, healthcare providers and retailers, especially amid a talent crunch in research and analytics. She also shares why companies that adopt synthetic data and agentic AI now will gain an insight advantage that competitors will struggle to catch.