Exploring Market Research Trends, AI Advancements, & Ethical Considerations

Check out the full episode below! Enjoy the Exchange? Don't forget to tune in live every Friday at 12 pm EST on the Greenbook LinkedIn, Facebook, and Youtube Channel! 

In episode 30, Karen and Lenny discussed a range of topics related to market research and technology. They covered their upcoming travel plans and the need to pre-record the next session, and hinted at a special guest for the following week. 

They emphasized the democratization of insights, the emergence of new entities using generative AI, and the resulting shift in traditional market research practices. They discussed advancements in market research platforms, particularly the integration of Qualtrics with Recollective's platform, and underlined the significance of solid UX research in driving continuous improvements and innovation.

The discussion also explored the implications of potentially discontinuing the American Community Survey. They expressed concerns about the reliability of alternative data sources and the potential impact on data privacy. Ethical considerations in AI and technology, such as data ownership, privacy, and the regulation of deepfakes and AI election interference, were also addressed.

They provided updates on the latest developments in the tech and AI industry, including OpenAI's challenge to Google with a web search product, and Anthropic's impressive 7.3 billion funding for their AI startup. Lastly, they highlighted the upcoming North America Conference, which will cover topics like understanding Gen Z's perspective, navigating the AI era, and combating research fraud.

Many thanks to our producer, Karley Dartouzos. 

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Transcript 

Multiple Speakers: And we're live.

Lenny Murphy: We're live. We did it. I think we did a pretty good job that time, didn't we?

Karen Lynch: We did. Friends, we have to tell you that Karley, who is producing the show for us, is pretty much like, I'm hopping off, because Lenny and I are like mid-conversation with like four seconds to go.

Multiple Speakers: Yes, yes.

Lenny Murphy: It's how we do it. So that's why. And there's no countdown. So we always seem to like, oh, OK. Just see a little thing that says live.

Multiple Speakers: OK, here we are.

Lenny Murphy: Anyway, happy Friday, everybody. Happy Friday, Karen.

Karen Lynch: Seriously, this is a happy Friday. Yeah, I need a weekend. I don't know about you, but I need a weekend.

Lenny Murphy: I, yeah, I, I, I do. There's a lot to, a lot to do. So, uh, and, and to put that in perspective for everybody, let's just tell you, it's almost here in beautiful, uh, rural Kentucky and tomorrow morning we're going to have snow. So welcome to spring time in the South.

Karen Lynch: I'll I think it's probably warm out there today because our snow seems to be melting today. So, um, it's probably warm out there. I'm up in Connecticut for those of you who didn't have my, have my placement in the world. Um, but I'm, I, yeah, I want some warmth. I want some sun. I want to be able to like take long walks outside instead of just on the treadmill. I mean, I'm a little tired of that. And, um, yeah, just, just, yeah, I, I need, I need spring. The good news is that in a week I'm going to be in, you know, Thailand, where it is not this way.

Lenny Murphy: So no, no plug. Why?

Multiple Speakers: Why are you going to be in Thailand?

Karen Lynch: Right? So I ex a pack. It's my first year going and I know Karley's like, What are you doing friends? She's like, I'm not prepared to plug a pack but I'll be in Bangkok for our a pack event, which is going to be incredibly exciting. I mean, our team has pulled together some amazing speakers for the event, and attendance is just growing by the minute, really, at this point. We're right in the... Thank you, Karley, on the spot. Yeah, I'm really... I'm quite excited to go. Plus, it will be my first time there, so it feels like a big deal to me.

Multiple Speakers: and better than one night in Bangkok.

Karen Lynch: Yes, yes, I will have five full nights in Bangkok. And then full disclosure, Lenny will have a surprise guest because I will be taking a few days on the beaches in Phuket. So just sorry, friends, it's happening.

Multiple Speakers: Non-negotiable aspect of this trip. Sorry, where are you going?

Karen Lynch: Sorry, silly. Sorry, bad joke.

Multiple Speakers: We're only at two minutes after Lenny.

Lenny Murphy: I know, I know.

Multiple Speakers: I'll be looking for an excuse to break the...

Lenny Murphy: Break the, break the F-bomb barrier. That could have been it. But inadvertently, never mind.

Multiple Speakers: We just, let's move on.

Karen Lynch: Yes, I, yes, no, we will, we will get there. But yeah, no, I, it's been a bucket list of mine to get to those beaches. And I cannot wait. So enough about that. But we'll talk, we'll probably talk one more time before I get over there. So, um, Yeah.

Lenny Murphy: Well, let's tell our listeners. Right. So because of that, uh, bear in mind next week, we're going to pre record on Thursday before you leave. So if something pops Friday morning, we will, we'll miss it because we need to do that. Uh, so we won't actually be live. Next Friday and the week after we do have a special guest who is going to fill in for Karen and we'll uh we'll tell you about that next week so so excited all right so let's get into it today

Karen Lynch: Shall we yes I'm excited I'm excited to bring up this first um we're going to start with by the way friends we're going to start with some industry innovation I mean a lot of times we go right to ai we're just gonna It's not that we're not covering AI, we're just starting with some industry innovation, because there's a lot going on in the AI space, but also there's a few big things to talk about. And one of them I'm really excited to talk about, because I've been tracking the kind of journey that Yana Welinder, who is the Kraftful CEO and founder, I've been tracking her journey because the product showed up in Product Hunt, and I'm like, oh, this is so interesting.

Karen Lynch: This is kind of an AI method of product testing in advance of product launches for a lot of software platform products, et cetera. And so I've been tracking this journey and I finally sort of connected with her and invited her to speak at North America. And she said yes. So she's bringing some of her innovation story to IIEX North America, which we'll talk more about later. But a year ago, she's been on this journey for a year and they just launched their product, which is co-pilot for product team.

Karen Lynch: So just went live on product times. That's the link that Karley just shared exactly really, you know, to the week, I think one year since their loss, but they not their launch, but they now have over teams and product builders using their tool for feedback and analysis. So rapid scaling, they've been featured in a lot of press, Fast Company among them. Can't wait to hear more from her on stage, but it is AI generated surveys going out to auto-analyze user feedback. Anyway, really good stuff.

Karen Lynch: So excited to hear from her at North America. So glad she'll be joining, joining the fold and sharing her innovation story. Because that's exactly the kind of story we love to feature, right? I mean, that sort of was the vision for IAX, when you started it years ago, right, was let's get these res tech innovators on stage.

Lenny Murphy: So anyway, yep.

Multiple Speakers: Can I refine that just for a second?

Lenny Murphy: It's that we one topic we've been talking about this week internally quite a bit as a result of the latest grid data, plug, it is coming very soon, is absolutely seeing the democratization of insights, if you will, across different groups in the enterprise and new players emerging that use a lot of the same tools that we use, but a different use case. It's an example of that. There's going to be a lot more emerging. There's going to be a lot at IIEX. There's going to be, you know, more as we progress.

Lenny Murphy: So for our research industry folks, peeps that are listening, what we've been talking about for a very long time, it has been occurring. But again, because of generative AI, I think the ease of implementation and development, we are really seeing that accelerate. And the days of only working within the insights team, the market research team, that is quickly, quickly dwindling.

Multiple Speakers: And here's a great example of that.

Karen Lynch: Yeah. And there is actually, I've talked to a few different people now who will be speaking also at North America, talking about embedding researchers onto product teams in organizations and how corporations are structuring right now to make sure that they are operating efficiently in today's era, in the era that we find ourselves in right now. So really exciting stuff. Like if that's Anyway, it's just, it's just the good time to be doing this.

Lenny Murphy: It is, and I'll do one more plug on the grid. One thing we have, we're going to be diving in and showing the differences between these buyer populations. We have kind of our traditional insights buyers and also through a partnership with our friends at NewtonX. They help recruit more folks who don't look like traditional insights buyers. And we're gonna show the differences side by side. So something to get excited for the next edition of GRIT is we really can start quantifying what this looks like, And it is really, really, really interesting.

Karen Lynch: But anyway.

Lenny Murphy: Well, that's probably a segue. Then we also saw the announcement this week of Qualtrics, Qualtrics base for the new Yahoo Insights tool, Purple Lab by Yahoo.

Karen Lynch: Love the name, because I'm a Purple fan.

Lenny Murphy: Yeah. So basically, Purple Lab, it combines Yahoo's data capabilities and other tech with its existing consumer relationships for rapid but robust panel data. And that's what was interesting. So here is a tech player, Yahoo, who's actually leaning away from the AI and those pieces and really embracing that through their audience reach, their user base, that they have access to real people to answer questions and have that drive greater insights. So really, really interesting to see how that plays out.

Lenny Murphy:- I, it's just been soft launched with trial in Australia. So not, not here yet. But the It's a quick, fast research approach powered by Qualtrics. Qualtrics seems to be certainly making a credible play to be the platform of choice. You know, we always talk about who is going to be the Microsoft or the Apple or the Amazon, the research space, and it appears that Qualtrics is positioning to be one of those.

Multiple Speakers: Yet again.

Karen Lynch: Yet again. World domination might be next. Their summit is coming up in a couple of weeks, a couple of months, I guess. In May, and so their X4 Summit, and I'm sure this will be talked about there as well. I think that the quote from Dan Richardson at Yahoo shared is, by partnering with Qualtrics, we've created peace of mind for our clients that these insights are from real humans, not AI-powered bots. And by leveraging our own robust data stack, we can control the process to ensure it's fast and efficient.

Karen Lynch: So yes, speed, yes, efficiency, but that reassurance that I just think that's probably reading between the lines. That's the need state, right, is that there are companies like, but it's not human, but it's not human. And we right now are not confident in some of the insights in the data because we just need humans in the mix right now.

Multiple Speakers: So to me, that's exciting launch.

Lenny Murphy: I think it really is. We see Rakuten in Japan. Very similar. I mean, Rakuten is like Amazon meets Yahoo. And they've been in the research game for a long time. And we've seen Google Surveys was an example. LinkedIn does have a sample function. Lots of these platforms do have research capabilities. This appears to be more going along the lines almost of Walmart, Walmart Luminate, and externally facing. And my bet is they are not targeting research or get insights organizations.

Lenny Murphy: They are targeting marketers. You know, brand product folks primarily as their user base. So yeah, that's a great example.

Multiple Speakers: And speaking of Qualtrics. Speaking of Qualtrics. Being the one ring to rule them all.

Karen Lynch: Right, exactly. So Recollective upgrading their Qual platform, which I assume you probably know a little bit about this. I know you're close with that organization, but they launched two new products to kind of enhance what they have, something called Recollective Connect. But then also the Recollective Qualtrics integration, which to me, it's like, okay, yes, Connect, I get all that. But this Qualtrics integration, no-code solution allowing users to effortfully import Qualtrics participant data into the Recollective platform to seamlessly guide participants to complete Qualtrics surveys.

Karen Lynch: So that to me is a big deal. As somebody who has worked in Recollective, my experience with them is as a platform used it and was working to figure out how to fold surveys into the platform. And usually it involved kind of a link, you know, participants taking a link outside of the platform. And you're always worried when you do that, because you might lose them in the community if you link them out. And so there anyway, to me, that's a really big deal, and we'll be able to scale the use of that platform considerably.

Karen Lynch: I'm really excited for them.

Multiple Speakers: Anyway, you must know more.

Lenny Murphy: Yeah, I do. But the, you know, yes, I have, I'm an advisor to Recollective, have been for a very long time. Public knowledge, right, full disclosure. But the, yeah, these, these, these concepts are things that many of the qualitative platforms envision for a very long time. I think accelerated adoption, usage, and now we see big platforms like, like Qualtrics putting the Qual in their name. Because there never really was a Qual capability there. And it's the integration and synthesis of, of insights, right?

Lenny Murphy: The, the, the, is, as platforms become again, who's, who's the Google of research, right? The, you know, building ecosystems of partnerships that make sense off of core platforms and allowing you to seamlessly go from one mode to another. And, and the recollective folks are, yes, they're, they're super smart. So are many of other players in that space. We're looking at similar things. Qualtrics is very smart, opening up their APIs, making it easy. So yeah, we're just seeing this development of the ecosystems of platforms.

Lenny Murphy: And it's been developing for a while. It will continue to develop. It's much needed. And it just creates lots of choice and opportunity. And ultimately, as they integrate the data for whoever it is, whatever platform you're using, that unlocks more value for brands.

Karen Lynch: Yeah. Well, which is why this next one segue, segue to this next, you know, we're talking about, um, reviews unveiling their AI enhancements, accelerating consumer insights, gathering. Yeah. Yeah. But what's, what's important about this one that we're talking about with reviews and this new, um, update is that it's, and this is a quote right from this article that Karley's linking to, it's not just a cosmetic upgrade or functional overhaul, right? It's not just their user interface, which is, better, right, or provides a better experience.

Karen Lynch: But it lays the foundation for ongoing enhancements that prioritize UX moving towards the future of innovation and the future of these types of platforms. Like the necessity of solid UX research to get these solid platform interfaces has never been stronger. And as we get more and more you know, tech platforms in the platformification that we've been talking about forever, the need's just going to get greater and greater because it won't be acceptable to not have a strong interface, right?

Karen Lynch: It's just unacceptable. Like, we have no patience for that anymore.

Lenny Murphy: So, anyway. I have to comment on your husband's comment that Qualtrics equals Council of Elrond.

Karen Lynch: Okay, which I, of course, don't understand.

Lenny Murphy: So I look at that and I- In Lord of the Rings reference, and yes, by One Ring Rule of Mald, I do not believe that they are Sauron. I love the folks are Qualtrics. So Tim, I like your counsel Elron reference Better than just kind of leaving the hanging of like what are you trying to say Lenny or read?

Karen Lynch: You know, I have no problem leaving him hanging because apparently, you know, that's You hear those type of bad, his geekiness. I literally, I see it and I'm like, I will dismiss that.

Multiple Speakers: Like I do so many other random things.

Lenny Murphy: Yeah. It's a Lord of the Rings reference. It's guys of our age. We were just raised with that. So anyway.

Karen Lynch: So yeah, so good stuff. I mean, just good stuff all around. Like we love seeing this, the work that they're doing because it, um, you know, all of these innovations and all of these new, new platforms or platform enhancements and upgrades, like they all keep pointing to the future, which is what we do. Right. And that's what Lenny and I are really passionate about. So just stuff. So should we talk about some of the more serious stuff right now? Like it's time.

Multiple Speakers: Yeah, I guess, because.

Karen Lynch: Well, let's frame it up with darkness with light. There must be darkness, right?

Lenny Murphy: I mean, we're doing all this cool new stuff. And, and sometimes we don't know what the hell we're doing, right? The law of unintended consequences.

Karen Lynch: Uh, you know, and this, when you found this article, I think it was shared on, is this a, um, Anyway, and I was a MRweb sharing this particular article about the bill before Congress shutting down ACS, which is the American Community Survey. Full disclosure, don't know too much about that, but apparently, This is what replaced the old decennial census long form It's described as essential to the development of representative samples. And this, a New Jersey representative introduced legislation to close it down.

Karen Lynch: So it's confusing to me without doing more research. And I have not had a moment to do more research into that. But this feels like not a good thing.

Lenny Murphy: Yeah, the census has always been our go to for understanding. I'm saying the population of the US. So for sampling, for weighting, for understanding the makeup and change of composition.

Multiple Speakers: Yeah, for photos and segmentations and representative, all of that stuff.

Lenny Murphy: Right, right. So all of those things are vital and important because they are a foundational piece that we use in understanding our population. And so this move certainly could be a challenge. Now, I do think one, shout to the Insight Association. They certainly continue to show leadership on these type of issues. And I have no doubt that, you know, they're tackling this head-on, which is what they're supposed to do. The There's been an argument for a while on whether there's other methods to get there versus the census or a survey.

Lenny Murphy: So I suspect that's what part of this is, is thinking that there are other data assets that could paint the same picture or other means of getting there. Whether that's good, bad, or indifferent, set that aside. Fundamentally, we need access to these types of data. There may be other ways to get there. There may not be other ways to get there. For instance, I've heard arguments of we could use profile data of cell phone users because it's almost complete penetration of the US. Yeah, maybe, but there's a hell of a lot of burner phones out there and there's a whole, you know, fraudulent accounts, et cetera, et cetera.

Lenny Murphy: You know, my, all of my kids have cell phones and they don't have all of their profile information is not linked.

Karen Lynch: In case you all think burner phones are not for every demographic, but my daughter went to school with a, with somebody who had a burner phone. So her parents could not track her location. This is it. I'm telling you, like this was news to me, but it's, you know, don't, don't let your biases get in the way about who might be using a burner phone. It's not just for CIA operatives, right? This is like, there are, you know, mainstream American teenagers using burner phones. That's a whole different, it's a whole different thing.

Karen Lynch: This is not.

Lenny Murphy: Right. So it's, it's the reliability of data. Yeah. That's, that's the bottom line. So it'll be interesting to see how all this plays out. Um, it, it, At the largest level, I would advocate we still need these functions, these products from the Census Bureau until we can test and define new products that give us exactly the same level of reliability. I am skeptical that there is any other product that does that. Plus, it opens up all types of other issues around data privacy.

Multiple Speakers: These surveys are voluntary.

Lenny Murphy: Do we really want You know, there's just lots of issues there. That's a Pandora's box.

Multiple Speakers: Yeah.

Lenny Murphy: Data ownership and privacy, et cetera, et cetera. If we decide there are viable options to get to the same type of information through other sources, maybe citizens don't want that data share. So it's a sticky wicket.

Karen Lynch: Yeah, I'm just glad that it was called to my attention and other people in the industry should be paying attention to that as well. Just let's track this. So again, thanks to MRWeb for putting that in front of us, because that's helpful. Let's just stay on the dark side a little bit more before we go back up to some of the, like, let's jump down. This is for the brief, right? Let's just jump down and talk about some of these other ethical things, right? And then we'll circle back to the investments and the strategic developments and all that.

Karen Lynch: So the AI godfather, who I didn't know that there was a AI godfather.

Multiple Speakers: You didn't kiss the ring.

Karen Lynch: I did not kiss that ring. Others urging for more deepfake regulation in an open letter. So AI experts, industry executives, including one of the technology trailblazers, I think it's Yoshua Bengio, have signed an open letter calling for more regulation around the creation of deepfakes. Citing potential risks to society. So interesting article on that. Lots of people coming together to make sure we stay ethical. And then kind of another one, which I know this is another hot topic, but tech giants coming together, including Google, Meta, OpenAI, TikTok, and X to address AI election interference.

Karen Lynch: So kind of these two to mass actions, right, calling for regulation for deepfakes, election interference, and trying to stay on the ethical side of all this. I mean, no small feat.

Lenny Murphy: No, no, no small feat. No. I mean, you know, we struggle with it with marketing to begin with the social media content, you know, blah, blah, blah. And now we have you know, the possible, as we talked about last week, Sora, right? Those type of solutions that, yeah, it is a Pandora's box. And then also there's another side of that too, that if anybody was paying attention, particularly social media around AI, you probably saw some stuff this week about some challenges to chat GPT and Google Gemini in the quality of their output.

Lenny Murphy: And we'll leave it, leave it at that. If you're interested, go explore. It's pretty similar stuff. And he set aside the details of what those quality issues were some are pretty damn funny the point was that the You know, it's garbage in garbage out. These are still very experimental technologies, um, law of intoning consequences, uh, that can be used for good or ill, regardless of the intent of the developers.

Karen Lynch: Yeah. And by trained by users who may not have those same good intentions.

Lenny Murphy: Absolutely. And, and it comes down to, so I actually about the, the, uh, the Google Gemini, Nate Silver, Commented on it and said, you know all of these other things that go into the development these ethical frameworks that go into the development are important but the fundamentally it needs to be factually correct and And that's what all of this is getting to, is how do we confirm that content is factually correct? And particularly when that content can appear, it's not something we read, it's not a link, it appears to be a video or an image.

Lenny Murphy: You know, any things of that nature that, that anybody can do. So I think that's the, the core of all of this that we have to get to is how do we ensure that first, anything that we see, anything being generated is factually correct, is based on real information and not, regardless of intent, Yeah. If we're dealing with facts, I think that alleviates a fair amount of the intent issue. So, um, and then we tackle the, uh, you know, the intent components of things. And unfortunately as society right now, we seem to have a really big gap between agreeing on what is fact.

Karen Lynch: Right. It's true. It's true. And I think that this, you know, this, this, the second piece here about these, um, these, you know, kind of players all coming together, technology companies coming together. And again, like for me, I was like, yeah, Google meta open AI, but TikTok and X also social media companies like going to at least having the intention to do the right thing in this very critical year, because it is an election year and this is our first election year with generative AI so heavily in use, right?

Karen Lynch: So we will be watching that because this is and probably should stay a bit unnerving for people, how this next year is going to play out.

Lenny Murphy: It should. And I would argue, what is the role of research? As helping to drive foundational truth. And if research as a data set is part of the training components of AI systems, and that may be part of our talking point for the validation of research, not just last mile data, it may be last mile truth, and how we can ensure that we are contributing to that.

Karen Lynch: To mitigate against you know, the the bullshit that some people will try and do for whatever reason you Yeah, real time sharing a link that, again, if you don't, if you're in LinkedIn and you're looking at the chats, Tim Lynch, yes, definitely my husband. He was at one point in the insights industry. He knows Lenny well also. So just kind of full disclosure for the very personal interactions, but he did find an article or share an article that he read where Air Canada was held liable for their AI chatbot generating an offer on its own.

Karen Lynch: What? That's hilarious. So I haven't looked at that article, so we can't accurately report against it. But chatbots coming up with their own, hey, I mean, not bad for the chatbot, but that feels like, yeah, that's dangerous. Free tickets for everybody.

Lenny Murphy: One last point is, and I think there's a shout out to Steve Phillips at Zappi, right? Steve and I are buddies and we talk all the time. And he is, you know, I think at the forefront of thinking about these type of things. We had a conversation on Monday, point is, on kind of what's timeline look like between relying upon, let's say, synthetic sample and the results that come from that type of modeling and validation. Now, Steve's point, Steve, if I get this wrong, chime in, is that, you know, we probably don't even necessarily need to validate right this minute.

Lenny Murphy: I would push back on that and I did and said, I don't know, I think there's a trust issue here. And so we need to continue to validate these tools, we all for incorporate him, you know, we've been talking about this for forever now through all of our shows, through episodes, you need to be doing these things, you need to be using them. And we also need to be validating because let's make sure that, you know, it's not doing wonky stuff or being misused or, or, you know, not thinking, of course, why wouldn't you make a, an offer on its own for the AI chatbot?

Lenny Murphy: Oh, well, because it violates the side or the other. We don't know until we get in here.

Multiple Speakers: It's a live test.

Karen Lynch: Right. And it's making me want to share something that I used to share with my teenage children as they each kind of came of age. And I'm like, you have spent so far your lifetime building up trust between us. It takes one moment for that trust to get knocked down. Like, years to build it up. One bad decision and you knock that trust right down. One dangerous lie to a mother when you're a teenager just takes away all of that effort. And will take a while to build back up again.

Lenny Murphy: Absolutely. And that's at an individual level, at a brand level, at a social level. And God knows, again, as we kind of have these almost two different diverging views on what is real, what is factual in America today, but even all over the world, a huge piece of that is distrust.

Multiple Speakers: And we do need to find a way to heal that back.

Lenny Murphy: And I guess on that, circle back to the last little piece, and then we have the last one.

Karen Lynch: Yeah, let's do the next last little piece, looking at the time. For those of you who don't know, Lenny, when he does this, he's like, Karen, are we almost out of time here still? Right. Yeah, we have a minute. But these are actually some kind of, I wouldn't say they're necessarily great things, but they are important things. So OpenAI developing a web search product to challenge Google. Those of us who, at one point, I was told when I kind of went into content marketing here at Green Book, and it was like, you know, you're you think your boss is Lukas, it's really Google, like you really do work for Google.

Karen Lynch: And so now there's just that's gonna, you know, upend the world of search as we know it, potentially, we'll see.

Lenny Murphy: Our bar, you know, the infamous near do well, Musk was also taking pot shots at Google this week and saying, maybe, maybe x needs to have a search.

Karen Lynch: Yep. We will see what happens.

Lenny Murphy: Yeah. So but driven by open AI or driven by generative AI. And that's all interesting. And You know, the funding for all of this, the next piece, which doesn't, again, require subscription, the funding frenzy at Anthropic, you know, one of the other big startups, they've hauled in billion in a year.

Karen Lynch: In a year. Just let that number sit for a minute. 7.3 billion for that AI startup.

Multiple Speakers: That's, it's like,

Lenny Murphy: Yes.Well, and remember last week we talked about OpenAI wants to raise trillion. And if anybody watched stock market this week, NVIDIA, you know, exploded the chip manufacturer. That's because of their focus on chips for AI.

Multiple Speakers: So follow the money.

Karen Lynch: Follow the money, people.

Multiple Speakers: Follow the money. Follow the money. On that note, I guess we should talk about money.

Karen Lynch: We are going to talk about North America. We're going to take speed round. It's so exciting because first of all, it's less than two months away at this point. We just had our moment of, oh my gosh, it's really like 50-ish days away right now. So it's a big deal. Topics are amazing because now I'm at the point where I'm seeing all the talks. Everybody's starting to send us their titles and session descriptions, right? Understanding Gen Z's perspective, navigating this AI era. You will not be disappointed with the AI content that's coming up because it is all very future forward AI stuff.

Karen Lynch: It's good stuff. Tackling research fraud. Wearable tech is going to be making a showing with that kind of data. So much more cultural intelligence, neuroscience, biometrics, different models and frameworks. It is going to be an amazing agenda. I'm super excited about it. And our lineup, let me tell you, everybody knows the industry players will be there, but check out some of these brands we're going to have speaking. EJ Gallo, Microsoft, PepsiCo, Comcast, Dell, Electronic Arts, Sanofi, NASCAR, Henkel, BET, Levi Strauss, like just I mean, it's great.

Karen Lynch: Plus, we have a few more that are still confirming things internally. It's just going to be great. It's just going to be great. And then our attendees, like, aura ring, let me tell you. Saw that registration came in, and the internal chatter was like, aura is coming. So I'm super excited about that. I promise not to bombard them with my fangirl over their product. So General Mills is coming, ESPN is coming, Prime Video, HubSpot. I mean, I don't have the registration list in front of me is the way I did the agenda.

Karen Lynch: It's just going to be a great event, as it is every year. I'm really excited for it. So what else do we need to share? We need to share the code.

Lenny Murphy: The code EXCHANGE, all caps.

Karen Lynch: Yep. You can look on the website. I guess much of our guest list is on the website, but the pro tip is that the list is on the registration page. So you have to scroll down to see it, but you can actually see some of our registrants. And then, of course, while you're on that page, there's more on the speaker lineup, on the agenda, and the actual sessions themselves. And then, of course, while you're there, register.

Lenny Murphy: And this is likely our last year in Austin, at least for a little bit. Um, that's not set in stone. Um, and Austin April's a pretty damn nice place to be. So, uh, so come enjoy Austin. Maybe we'll be back there next year. Don't know yet, but the, uh, but we're looking at other spots. So in case we're not, there's an excuse to come to Austin in April too.

Karen Lynch: Yeah. So, so that's our show today. Like and subscribe.

Lenny Murphy: And hit the notification button, so the bell, if you're on YouTube.

Karen Lynch: Yeah, so for those of you who are live on LinkedIn or live on YouTube, we appreciate you in both places and just are glad you show up week after week. We really are honored to be able to do this work with you, so.

Lenny Murphy: We are, that's it. So everybody have a great, wonderful weekend and we'll talk next week.

Multiple Speakers: Bye. Bye everybody.

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