From Noise to Insight: Using AI to Turn Unstructured Conversations into Always-On Insight

Most AI-in-research discussions focus on survey automation, GenAI summaries, or even synthetic respondents. But unstructured conversations – social media posts, support chats, emails, sales calls, and reviews - offer a different kind of insight: the Unsolicited Customer Opinion. Today, AI enables us to continuously listen to and interpret these conversations at scale, transforming them into reliable, decision-grade insight without commissioning new fieldwork. Beyond analysis, AI can recommend ac

The need for this approach has never been greater. AI applications and use cases are proliferating, making it difficult for businesses to decide which tools to adopt. Meanwhile, the volume of customer conversations is exploding, but most remain ignored or used only operationally in CX or sales. Traditional qualitative and quantitative research can’t keep up with the speed of changing customer expectations, leaving a critical gap in actionable insight. 

In this webinar, we’ll show how a layered AI stack (LLMs + classical NLP + custom taxonomies) can ingest and clean multisource conversational data, identify themes, sentiment, emerging needs and conversation drivers, and suggest actions or even generate content. Using anonymised real-world examples, we’ll demonstrate how AI listening can refine ad messaging, identify unmet needs faster than traditional trackers, and guide business decisions. We’ll also discuss what this shift means for researchers, including how AI changes their role from data collection to curation along with practical tips, quality controls and ethical considerations for AI-driven insight. 

Attend this webinar to: 

• Learn how to convert unstructured conversations into reliable, decision-ready insights. 

• See real-world examples of AI improving ad messaging, tracking unmet needs, and guiding business actions. 

• Understand how AI listening shifts the researcher’s role from collection to curation and storytelling. 

• Discover practical taxonomies, prompts, and integration methods that stand the test of time. 

• Gain guidance on quality controls and ethical safeguards for AI-driven analysis. 

• Leave with a practical framework and actionable guardrails to apply AI listening in your own organisation. 

Michalis Michael is the founder and CEO of listening247 by DigitalMR, a London-based tech company specializing in AI for unstructured data, research, and ad creation. An award-winning industry leader, he has authored numerous eBooks and articles on AI's role in research, social listening and data analytics. His upcoming book, ‘AI Powered Insights - Marketing Research Reconfigured,’ is puslished this year. With an M-Eng. in aerospace engineering and business training from HBS and LBS, Michalis brings a unique blend of technical and strategic expertise. He previously served as Synovate MD for CEE and Head of Synovate's global online research division. He chairs the MRS AI Powering Up Insights Conference in January 2026.