At most conferences and events, we are seeing a growing number of examples of Synthetic Data, in its many forms and versions, being used for real projects. However, there still seems to be a body of thought that promotes unscientific criticism of this approach. This sort of criticism is likely to hold some people back from realizing the potential benefits and could cause real commercial damage to those who follow it blindly.

The 2025 ESOMAR Congress in Prague was dominated by one theme above all others:, and that theme was artificial intelligence. From the exhibition floor to the presentation sessions and corridor conversations, AI was the connective tissue running through the programme. What had been emerging in previous years became fully mainstream in 2025. Far from being a specialist topic, AI now underpins the methodologies, business models and strategic debates across the market research and insights industry.