At the ANA Masters of B2B Marketing Conference, a pioneering experiment unfolded: two full marketing campaigns for EY and Plante Moran were developed within 72 hours by seven partners specializing in AI and synthetic research. The initiative aimed to challenge traditional marketing timelines and showcase that B2B companies can embrace innovative strategies without fear. Participants noted that rapid, lab-grown campaigns could be a game-changer in the marketing realm, emphasizing the efficiency brought about by AI technology, which helps simulate accurate buyer personas for market testing.
Could we actually do it? we asked ourselves. Could we go from insight to air in the time it takes most marketers to book a kickoff call? This wasn't theoretical. We wanted something practical, something applicable.
We wanted to show B2B marketers you don't have to be afraid. EY and Plante Moran were the brave souls that stepped forward.
It's the first end-to-end lab-grown campaign we've been a part of. Synthetic research, synthetic strategy, synthetic brief, synthetic creative, tested on synthetic panels. All in a few days.
Most market research is too slow and expensive to scale. We use AI to impersonate buyers - CFOs, CIOs, procurement leads - building what we call synthetic samples.
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