Join us for an engaging and interactive event exploring the benefits and limitations of Gen AI

Please note this is an in-house event at MRS HQ

After the success of last year's event, the MRS Advanced Insights and Analytics Council are once again teaming up with the Social Intelligence Lab, this time to discuss the integration of generative AI in the role of collecting social listening data.

This event will be chaired by Dr Jillian Ney, Digital Anthropologist and Founder of the Social Intelligence Lab. We will have 2 presentations, followed by an open discussion session. 

Answering back. Levelling up Social Listening with GenAI simulations.

Richard Preedy and Kelly McKnight, Executive Directors at Verve will share how they can now harness the power of Gen AI simulations trained on social data to accurately predict consumer behaviours, attitudes, and needs. Unlocking a whole new dimension of social listening. They will share their  journey with GenAI simulations, crafting intelligent personas using social data.

In this session, they will reveal their key learnings across multiple client projects, including:

  • Generating interactive personas from Tweets, fuelling innovation against Ninja
  • Crafting ChefBot, filleting out opportunities from menus and recipes shared across Pinterest, Instagram & Webio
  • Creating a collection of fashion-forward Gen Z personas from TikTok

Beyond the Beans - Navigating Emerging Codes in Consumer Loyalty

We will hear how Strat 7 Crowd DNA's Cultural Futures Team combined AI powered semiotics and social intelligence to discover why a major coffee shop brand were attracting thousands of sign ups a day to their loyalty scheme but not attracting regular repeat returners. Benjamin Long, Associate Director at Crowd DNA will unpack the trials and triumphs and how to harness both a brand and consumer perspective. 

Is AI in social listening over-hyped?

So many tools have incorporated generative AI as a way to make the job of social listening professionals easier, but given the levels of inaccuracy in many cases, people are having to double check the work, which is also time consuming. Would it just be quicker to do the work manually from the beginning?

The key is more about understanding the benefits and limitation of Gen AI and where in your work to incorporate it. How should you be changing your workflow to best incorporate it? When should you avoid using it?

Join us for an open exchange of ideas on integrating Gen AI in social listening, Share your experiences – both positive and negative – with using Gen AI. Discuss where Gen AI can reduce time to insight, help you find unknown unknowns, its potential when used for social listening, and when to avoid it all together. 

We hope that you will then stick around for a few drinks after. 


The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

Dr Jillian Ney is a digital anthropologist, entrepreneur, author, and keynote speaker who specialises in the analysis of internet culture. She’s also known as the UK’s first “Dr. of Social Media.” Jillian has spent her career examining how technology is changing people’s behaviour online and offline, and creating methodologies to help businesses uncover the hidden triggers driving human behaviour at scale.
Jillian is also the founder of a global community for professional social and internet data analysts - The Social Intelligence Lab - that is working to advance the value of internet data as a source of insight. This community has grown rapidly since it launch, bringing together professionals from over 40 countries to learn, network, and share new ideas. As part of this she has worked with some of the world’s biggest companies, including Mondelez International, The HENIKEN Company, Warner Brothers, The Coca-Cola Company, and Puig.
Jillian’s first co-authored book, Advanced Marketing Management (Kogan Page) is an update to traditional marketing paradigm through data and neuromarketing. She is a sought-out speaker and commentator on internet culture and social listening and has presented her work at SXSW, PR Week, Festival or Marketing, Social Media Week, IIEX, and NATO. Jillian’s a two time TEDx’er and has been featured in Forbes, Business Insider, Glamour Magazine, and Cosmopolitan.
Cultural Strategist at Crowd DNA, working with unstructured data, trends and consumer insights
Rich Preedy is Executive Director, Artificial Intelligence at VERVE. A senior insight specialist increasingly bowled over by the possibilities of AI.While he grudgingly concedes he might still have to talk to actual people on occasion, the combination of AI and cultural data sources is undoubtedly one of the most exciting developments of his time in the industry.
Kelly is Executive Director, Cultural Intelligence at VERVE and is an award-winning insight leader specialising in integrating Artificial, Cultural and Human Intelligence to deliver better insights. Proudly Northern, she has bold views on the future of market research and isn’t afraid to share them.

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