2025 is shaping up to be a dynamic year for the Innovation Practice at Applied Marketing Science (AMS), marked by thought leadership, high-impact partnerships, and cutting-edge applications of AI-powered Voice of the Customer (VOC) research.
AMS leaders shared their expertise at some of the industry’s most exciting gatherings, including the ISBM Members Meeting, a webinar spotlighting how PDMA used AMS’s novel AI model to reshape its innovation strategy, and the Insights Association North Atlantic Chapter Annual Conference!
Institute for the Study of Business Markets (ISBM) Members Meeting
Principal and Practice Lead Kristyn Corrigan recently presented at the 2025 ISBM Members Meeting. Her presentation “Listen Smarter, Build Better. How AI-Powered VOC is Changing Innovation as We Know It” explored the future of VOC research. Kristyn introduced AMS’s next-generation AI model, an LLM that is finetuned specifically for VOC research and optimized to extract rich, solution-agnostic customer needs from a myriad of sources. Attendees will learn how this model is reshaping the front end of innovation, turning raw customer input into strategic insight and accelerating innovation.
AI Meets VOC: Supercharging PDMA Offerings for the Future [Webinar on Demand]
PDMA recently partnered with AMS to harness the combined power of VOC research and cutting-edge AI, enabling their organization to tap into the needs of their community and better understand the evolving demands of professional organizations. AMS leveraged its novel supervised, finetuned LLM to extract detailed customer needs with unprecedented accuracy and speed, yielding results on par with those gleaned by professional analysts. Senior Manager Brian Sheil dove into how this AI-driven approach helped PDMA prioritize insights through quantitative analysis, ultimately shaping their future offerings to better reflect their community’s most important wants and needs. Access the webinar on demand here.
Insights Association North Atlantic Chapter Annual Conference
Insights pro Brian Sheil will be sharing insights on how nurturing talent drives business impact as part of the “Leveling Up your Skills to Stay Relevant; Training & Development Insights Professionals, Today & Tomorrow” panel at tomorrow’s IANA Annual Conference, alongside researchers from both client-side and supplier-side organizations.
Tags: Conferences , Machine Learning/AI , Voice of the Customer , Kristyn Corrigan