June 16, 2026 | In the News
Why Authentic Audience Insights Still Matter in the Age of AI
As synthetic data gains traction as a faster, lower-cost alternative to traditional research, communicators should carefully consider its limitations. In a recent article for O’Dwyer’s, Wakefield Research Senior Partner Nathan Richter explains that AI-generated audiences may replicate existing assumptions rather than uncover the fresh, newsworthy insights that drive earned media and thought leadership. He also highlights the importance of transparency and methodological rigor, noting that research only creates value when journalists and audiences can trust the findings. Read more in O’Dwyer’s.
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