The agency used Persona.Flow to inform the strategy for a product launch pitch for a financial institution brand targeting Generation Z. Insights from three virtual cohorts noted that this younger group is trend-conscious, inspired by novelty and the thrill of discovery, and prefers brands with a social conscience. The AI focus groups noted that this group is made up of budget-minded shoppers who seek products that serve a functional purpose and foster a sense of identity and community.

Using Persona.Flow reduced the time spent on audience insights by 15%, the agency told ADWEEK.

“Virtual customers would have far more statistical significance than just a one-time focus group,” said Dobell. “When the dataset is pulled from household data across millions of Americans, you’re getting a much more statistically significant response.”