Synthetic Customers Earn Their Stripes (opens in new tab)

Companies are using synthetic customers to accelerate product development, test marketing, and train frontline teams. Organizations that build synthetic customers should rely on their first-party data rather than on vendors’ third-party data. Improving model accuracy allows teams to test more variables, eliminate weak ideas earlier, and focus human research where it matters most. Large language models still lack true empathy, leaving a vital role for human judgment.