Shape global AI strategy through user-driven insights

A global technology company faced the complex task of understanding how users form meaningful connections with AI chatbots and identifying the factors that lead to user attrition. They also sought to understand why generative AI, like ChatGPT, proved compelling to users and how these insights could be applied to enhance competitive products.

We designed a large-scale, mixed-methods research program spanning 10 months in the US and multiple international markets. The approach combined co-design, usability testing, IDIs, diary studies, panel research, and surveys. We started with exploratory sessions to surface user expectations and emotional connections. As the program expanded, we engaged over 1,400 participants across 200+ cohorts to track engagement patterns and attrition triggers.

The insights we delivered directly impacted the client’s design and development of conversational AI. Our research also provided a clear roadmap for future exploration in the generative AI space. Furthermore, the agile program offered critical competitive insights into global and U.S. adoption patterns of generative AI.

The client gained a strategic and data-driven understanding of the rapidly evolving conversational AI landscape. This enabled them to refine their products and strategies based on deep user insights, ensuring they remained competitive and user-centric in a fast-paced market.