--- title: "Don’t Fall Behind: The AI Breakthrough Transforming Customer Research" description: "AI is transforming how we uncover customer needs with Voice of the Customer: surfacing hidden patterns and augmenting human expertise to drive innovation." image: https://blog.ams-insights.com/hubfs/AI%20Informa%20Webinar%20March%205%2c%202025%20(1200%20x%20627%20px).png --- - [Instagram](https://www.instagram.com/ams_insights) - [Toolkit Login](https://voctoolkit.ams-inc.com/login/) - [Join Us](https://www.ams-inc.com/why-work-at-ams/) - [0 Items](https://ams-insights.com/registration/) [![AMS_web_logo_final](https://blog.ams-insights.com/hubfs/AppliedMarketingScience_June2021/images/AMS_web_logo_final.png)](https://ams-insights.com/) - Services - [Your Business Challenges](https://ams-insights.com/your-business-challenges/) - [Our Solutions](https://ams-insights.com/our-solutions/) - [Who We Help](https://ams-insights.com/who-we-help/) - [Powerful Results](https://ams-insights.com/powerful-results/) - Training - [Train Your Team](https://ams-insights.com/train-your-team/) - [Webinars](https://ams-insights.com/webinars/) - [Public Workshops](https://ams-insights.com/public-workshops/) - Knowledge Center - [Resources](https://ams-insights.com/resources/) - [Insights Blog](https://blog.ams-insights.com/) - [FAQs](https://ams-insights.com/frequently-asked-questions/) - Who We Are - [The AMS Difference](https://ams-insights.com/the-ams-difference/) - [Our Consultants](https://ams-insights.com/our-consultants/) - [Contact Us](https://ams-insights.com/contact-us/) Select Page - Services - [Your Business Challenges](https://ams-insights.com/your-business-challenges/) - [Our Solutions](https://ams-insights.com/our-solutions/) - [Who We Help](https://ams-insights.com/who-we-help/) - [Powerful Results](https://ams-insights.com/powerful-results/) - Training - [Train Your Team](https://ams-insights.com/train-your-team/) - [Webinars](https://ams-insights.com/webinars/) - [Public Workshops](https://ams-insights.com/public-workshops/) - Knowledge Center - [Resources](https://ams-insights.com/resources/) - [Insights Blog](https://blog.ams-insights.com/) - [FAQs](https://ams-insights.com/frequently-asked-questions/) - Who We Are - [The AMS Difference](https://ams-insights.com/the-ams-difference/) - [Our Consultants](https://ams-insights.com/our-consultants/) - [Contact Us](https://ams-insights.com/contact-us/) # Don’t Fall Behind: The AI Breakthrough Transforming Customer Research Understanding customer needs is becoming more challenging—and more critical—by the day. Traditional Voice of the Customer (VOC) research can be limited by time, resources, and the sheer volume of data.  What if AI didn’t just help, but fundamentally transformed how we uncover customer needs—surfacing hidden patterns, eliminating blind spots, and augmenting human expertise to drive innovation?  Applied Marketing Science (AMS), in partnership with All Things Innovation, is delighted to present “[**Supercharge Your VOC: How Supervised Finetuned AI Models are Changing the Game**](https://event.on24.com/wcc/r/4841784/5CB35E18234553E3B251AC424A553920?partnerref=AMS),” an upcoming webinar taking place on March 5, 2025.  Presented by Carmel Dibner, Principal at AMS, and Dr. Artem Timoshenko, Associate Professor of Marketing at Northwestern University’s Kellogg School of Management, this webinar introduces a groundbreaking approach to VOC research. AMS researchers, in collaboration with Dr. Timoshenko, have developed a supervised finetuned Large Language Model (LLM) that identifies customer needs with unparalleled precision. **This cutting-edge AI model goes beyond replicating human analysis—it amplifies it, helping to uncover hidden insights and redefining the way we understand customer needs.**  In this webinar, you will:  - **See AI in Action:** Learn how the LLM identifies needs with unmatched accuracy, specificity, and solution-agnostic precision. - **Examine Human + AI Synergy:** Discover how AI complements and enhances human expertise.  - **Dive Into Case Studies:** Explore compelling real-world applications of AI-driven VOC research.  This webinar will equip you with the knowledge to **leverage AI for better customer insights and next-level innovation**.  📅 **Date & Time: March 5, 2025 | 1:00 p.m. ET**  **💡** [**Register Here**](https://event.on24.com/wcc/r/4841784/5CB35E18234553E3B251AC424A553920?partnerref=AMS) Don’t miss this opportunity to stay ahead of the curve in VOC research. 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