In this episode of the Building Great Tech podcast, hosts Simon Hook and Anastasija Krysa delve into the intriguing world of artificial intelligence and its impact on customer insights. They explore the concept of synthetic users—AI-generated personas that mimic real users—and discuss the pros and cons of relying on them for user research. The conversation highlights the limitations of AI, particularly in understanding human context, emotions, and the nuances of user behaviour. Simon and Anastasija also outline the three biggest mistakes companies make when using AI for customer insights and advocate for a hybrid approach that combines AI analysis with genuine human interaction. Tune in to discover how to effectively leverage AI while ensuring that you remain connected to your users' real needs and experiences. Simon and Anastasija highlight the limitations of synthetic users, comparing them to mannequins that may resemble real users but lack the depth and context needed for genuine insights, emphasising the importance of real user interactions. They discuss the critical distinction between correlation and causation, urging listeners to validate AI-generated assumptions with direct customer conversations to ensure that product decisions are based on accurate understanding rather than misleading data. Anastasija and Simon advocate for a hybrid approach that combines AI's ability to process large amounts of data with human intelligence, stressing that while AI can identify patterns, it cannot grasp the emotional and contextual nuances that are essential for making informed strategic decisions. Follow us on Linkedin! https://www.linkedin.com/in/anastasijakrysa/ https://www.linkedin.com/in/simonvhook/ Building Great Tech is the podcast that helps mission-driven tech businesses become more profitable and customer-focused. Whether you're just starting out or optimising what you’ve already built, each episode helps you drive conversion, retention, and real business growth. We dive into customer-focused strategies, killer product experiences, ethical tech, team dynamics, and smart roadmaps. Expect expert interviews, startup case studies, and practical advice to help make your tech profitable, scalable, and deeply aligned with your mission. Build better tech. Serve more customers. Scale with purpose.