AI is transforming how organizations build products and make decisions, but for UX Research leaders, the shift goes beyond tools.

It’s redefining how insight is generated, governed, and trusted.

In this 60-minute session, we’ll explore how leading UX Research teams are evolving from a service model to becoming strategic insight leaders, shaping decisions earlier and embedding customer understanding more deeply across the organization.

This session introduces the concept of the “Insight System”, a new way of thinking about how research operates at scale in an AI-enabled world, and what it takes to build one.

What You’ll Learn

• How leading teams are redefining research as an insight system, not just a function
• How to determine what should be automated, augmented, or remain deeply human
• How to generate, govern, and scale insight while maintaining trust and rigor
• How to expand access to research without compromising methodological integrity
• How to keep customer understanding grounded in real human experience