Event
AI WHISPERERS: How We Built Our Own AI Focus Group
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“It’s all ultimately guesswork.”
That’s how Chris King, joint MD of Wildfire, describes most B2B campaign strategy.
Wildfire works with tech brands targeting CEOs of international banks and heads of transformation in the NHS. People you can’t just round up for a quick focus group. So like most agencies, they relied on insight, experience, and instinct AKA guesswork.
But instead of using AI to churn out content, they decided to build something that would actually strengthen their strategic thinking. They built their own AI focus group.
In this session, Chris and Luke Proctor from Wildfire will take you through how the built the tool – and the success they’ve had with it so far.
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ABOUT THE EVENT
“It’s all ultimately guesswork.”
That’s how Chris King, joint MD of Wildfire, describes most B2B campaign strategy.
Wildfire works with tech brands targeting CEOs of international banks and heads of transformation in the NHS. People you can’t just round up for a quick focus group. So like most agencies, they relied on insight, experience, and instinct AKA guesswork.
But instead of using AI to churn out content, they decided to build something that would actually strengthen their strategic thinking: they built their own AI focus group.
Not a generic custom GPT trained on surface-level demographics, or a stereotype of a “CIO, late forties, probably male.”
Instead, this is synthetic personas layered with behavioural science and validated data sources – designed to respond like the real decision-makers they’re trying to influence.
“It’s means you’ve now got your target audience there to say, ‘We’ve had this idea… what do you think?’”
In this session, Chris and Luke Proctor, account director and AI lead at Wildfire, will unpack how they built it, the nine months of trial and error behind it, and how introducing a synthetic persona into the pitch room has helped Wildfire move up the food chain – from delivery partner to strategic advisor.
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