Synthetic data is rapidly becoming a go-to tool for researchers, but does it help us understand people better, or simply automate our assumptions?

In this session, James Addlestone, Co-founder of Dose of Reality, examines the dangers of relying too heavily on synthetic data and argues that we are at risk of outsourcing stereotyping to machines. He will share how you can use AI to get closer to real people's lives by combining the technology with rigorous qualitative and ethnographic research to find deeper and more meaningful insights.