2 stories tagged #marketing-data.
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Synthetic audiences simulate buyer responses using AI to speed customer research, but models built on demographic, firmographic, and behavioral data miss how buyers make decisions.
Research for the book “The Hidden Buyer Journey” examined 10,000 buyers across 15 industries over seven years and identified consistent personality patterns. Within any given role and industry, two personality types account for at least two-thirds of people holding that job.
OpenAI launched Instant Checkout in September 2025 and withdrew it in March 2026 after only about a dozen merchants integrated the feature. Usage stayed low, and shoppers who researched in ChatGPT still completed purchases on retailer sites. OpenAI shifted to a discovery-first model that routes users to merchant apps and storefronts for payment. Google introduced the Universal Commerce Protocol at NRF in January 2026 with Shopify, Etsy, Wayfair, Target, Walmart, and Visa.