Ali Henriques — Executive Director of Market Research, Qualtrics
Published:
We shouldn’t view AI-powered solutions as a replacement for traditional methods, but as a powerful tool to service the countless decisions that currently receive no data-driven validation at all. It's about creating a two-track system: deep, multi-modal human research for the most strategic, weighty decisions, and AI-led, quick-turn insights for everything else.
What does Ali Henriques say on The Agile Brand with Greg Kihlström?
Ali Henriques, Executive Director of Market Research, Qualtrics, says: Ali Henriques, Executive Director of Market Research at Qualtrics, discusses how synthetic data and specialized AI models can break the traditional research speed-to-insights bottleneck. She argues for a two-track approach—deep human research for major strategic choices and fast AI-led insights for everyday decisions—showing how synthetic respondents enable richer, actionable segmentation and free research talent to focus on strategy and business impact rather than manual execution.
From: The Agile Brand with Greg Kihlström
Cite as: Ali Henriques. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/ali-henriques-we-shouldnt-view-ai-powered-solutions-as-a-replacement-for