In this note I set out what I believe to be Synthetic Data, why we need to define synthetics data, and some guidelines that I think vendors and buyers should adopt. I have been involved in a wide range of discussion with a wide range of organisations, but these views are my views, they do not represent the views of anybody else.
Last week saw over 1000 insight and market researchers from 78 countries gather in Athens for ESOMAR’s Annual Congress. With three stages and a host of side events, the range of topics discussed was immense, but one theme stood out above all the rest and that was AI. One aspect of AI in particular was widely discussed, reviewed and commented on – namely Synthetic Data.
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