And that's a wrap! Thank you for following along with us today. You can revisit the full recording to watch on demand. See you next time #ppwebinar

Lebrat cautions against overreliance on AI generated information. Noting that while the Lumanity tool will not guess, and will reply that it doesn't have the information to answer, it is still important to check responses generatied by any AI tool. #ppwebinar

You need a tech infrastructure for transforming segmentation outputs, says Eade, but you need quality data that is appropriately indexable, you need to handle your data with care #ppwebinar

Lebart says there isn't really one starting point, noting that teams can start using synthetic personas immediately when they have the right defined segments and key targets in place #ppwebinar

After a brief video showcase of Lumanity's tool, we are now moving on to audience questions, begining with a simple one: Where should a company start with synthetic personas? #ppwebinar

Eade adds: Personas exist to translate a strategic segment into something human enough that it shapes decisions. It's a great tool that can complement what we do #ppwebinar

This tool provides a lot of added value, allowing us to go as deep as possible, but it is not made to make us lazy. Beyond the "wow" effect, I've seen teams using it to ensure they have the right understanding of who their customers are #ppwebinar

Synthetic personas won't replace humans in insights, but they will help us go further, says Lebrat. #ppwebinar

Lebrat highlights how Takeda has incorporated synthetic personas. He remembers a segmentation in the vaccine space that wasn't clear, which created problems down the line. So to avoid similar shortcuts, it is important to ensure that teams really understand the data #ppwebinar

When you put the tool in the hands of local teams, we want to ensure that they use these personas responsibly, says Eade. It's vital to have solid verification processes, including guidance around using AI to ensure that outputs are used for thinking, not as a final source of truth #ppwebinar

It's really important that all teams understand how to use the tool, adds Lebrat. Localisation isn’t just translation. It’s credibility, cultural context, and health system reality.

If you don’t respect that, you can have a globally coherent strategy that doesn’t land in-market. #ppwebinar

Global teams are trying to protect core common unmet needs and a positioning central truth as the trunk, says Eade, but then you need to be able to allow local adaptation. Guardrails are key here, so that teams know what can and cannot change #ppwebinar

What about global-to-local adaptation and cross-functional alignment? Eade talks about the tension: global needs coherence; local needs relevance. #ppwebinar

One of the core challenges is identifying where synthetic personas can be used to best effect, says Eade. #ppwebinar

How can synthetic personas assist the brand and insight cycle? Eade and Lebrat point to the interactive layer provided, and the ability to activate segmentations beyond the debrief. #ppwebinar

Digital twins is about extrapolating, synthetic personas is about using all the information you already have #ppwebinar

For us the current need is: don’t lose the segmentation richness and make it usable for your teams as possible – so that’s where synthetic personas offer the perfect opportunity, says Lebrat #ppwebinar

One thing that he often sees is a confusion between synthetic personas and the concept of digital twins. But these are very different tools that answer very different questions, says Eade #ppwebinar

With the synthetic persona you have the best of both worlds, adds Eade. You can interact with a persona, without losing the granularity in the data, while bringing it back to the human story. #ppwebinar

Segmentation is business as usual for any insights manager, says Lebrat. But once you have the persona, the risk is that it becomes very static. There is often information missing on that simplified one slide summary. #ppwebinar

Using AI-driven synthetic personas to take your insights further Tuesday, March 10, 2026 at 3:00 PM Central European Time. The way life sciences organisations understand their audiences is changing. We’re moving beyond traditional segmentation into the era of synth...

If you have any questions please get them in using the link here: event.on24.com/wcc/r/521862... #ppwebinar

And we are LIVE! Joining today's moderator @editorialeye.bsky.social we have @lumanity.bsky.social technology transformation officer, Insight, Damian Eade and global insights and analytics director, Takeda, Stephane Lebrat #ppwebinar

As always, we will bring you the highlights from the event live here on Bluesky, and the full video will be available to view on demand once the session has concluded #ppwebinar

Using AI-driven synthetic personas to take your insights further Tuesday, March 10, 2026 at 3:00 PM Central European Time. The way life sciences organisations understand their audiences is changing. We’re moving beyond traditional segmentation into the era of synth...

We are 15 mins away from our first #ppwebinar of 2026. Join us and @lumanity.bsky.social as we discuss the role of synthetic personas event.on24.com/wcc/r/521862...

Content doesn’t have to be complicated to achieve your goals, adds Caliendo #PPwebinar

For Freid, the answer is “content, content, content.” That is the biggest barrier to delivering omnichannel engagement. You will not do well if you are serving HCPs the same thing over and over again. #PPwebinar

When asked to provide practical takeaways to impact engagement. Brandreth urges agencies to challenge partners to produce results that are better together #PPwebinar

Speaking on paid media, Freid explains that a prominent challenge is changing the viewpoint of decision-makers, from seeing paid media as a cost to seeing it as an investment. And metrics are key to this process #PPwebinar

AI is a gamechanger. We can analyse millions of data points in a fraction of the time. Using that we can explore hyper-personalised engagement, says Caliendo #PPwebinar

A significant amount of HCPs entering the workforce are under 35. The way they engage with content is different to a 65 year old. You need to adjust your strategy to stand out to this new generation. #PPwebinar