The Future of CX: Synthetic Data, Smart Agents, and Human Judgment

In this episode of Simply CX, Nicole McKinley sits down with Tom Wynter from Kantar to explore how AI is transforming the world of customer insights. From synthetic data to agent-driven decision-making, Tom shares how organizations can move faster while maintaining trust and data integrity. Together, they unpack why strong data foundations and a culture of experimentation are critical in unlocking the real value of AI.

You'll walk away with:

• Why data quality and trust are becoming the biggest strategic risks—and opportunities—in AI-driven organizations

• How synthetic data and digital consumer twins are reshaping speed and innovation in marketing decisions

• Practical guidance on building an experimentation mindset and enabling teams with AI tools like Copilot

Whether you're a CX pro, team leader, or brand builder, this episode will inspire you to see customer experience through a more human—and more powerful—lens.

Mentioned in this Episode

• Kantar’s approach to consumer intelligence and brand measurement

• Microsoft Copilot adoption and agent-driven workflows

• Synthetic data and digital consumer twins in marketing

• Azure, Microsoft Fabric, and AI data foundations

• Responsible AI and explainability in insights generation

• MCP (Model Context Protocol) - an open-source standard for connecting AI applications to external systems.

🎧 Produced by Larj Media

📩 For more CX insights, follow Nicole on LinkedIn

If you have questions or comments about CX email us: SimplyCX@microsoft.com

Additional Resources

Tom Wynter – Leader at Kantar focused on the intersection of brand, customer insight, and AI-driven transformation.