171 - Samuel Cohen & Fairgen on AI Digital Twins in Research
In this episode of the Greenbook Podcast, Leonard Murphy sits down with Samuel Cohen, co-founder and CEO of Fairgen, to explore the rapidly evolving world of synthetic data and AI-powered digital twins. Samuel shares how Fairgen has evolved from synthetic sample augmentation into building category-specific digital twins that help brands test ideas, concepts, ads, and products faster and more efficiently.
The conversation dives into the future of market research, the role of AI-native workflows, and why agility is becoming a critical business advantage. Leonard and Samuel also discuss the changing economics of research, the importance of high-quality individual-level data, and how integrations and AI-driven experiences are reshaping insights teams, product development, and marketing functions. This episode is essential listening for insights professionals, researchers, and innovation leaders navigating the next generation of AI-enabled decision-making.
Key Discussion Points:
- How Fairgen evolved from synthetic sample boosting to AI digital twins
- The difference between synthetic personas and individual-level digital twins
- Why category-specific data improves the accuracy of AI-driven research
- How AI-native workflows are transforming research operations and productivity
- The future of market research integrations, automation, and embedded insights tools
Resources & Links:
You can reach out to Samuel Cohen on LinkedIn.
Many thanks to Samuel Cohen for being our guest. Thanks also to our production team and our editor at Big Bad Audio.
