VOC in the AI Era: Kristyn Corrigan Leading Workshop at the 2026 ISBM Members Meeting

Applied Marketing Science (AMS) Principal and Practice Lead Kristyn Corrigan will be participating in the 2026 Institute for the Study of Business Markets (ISBM) Members Meeting, taking place June 22–25 at Emory University in Atlanta. Kristyn is leading the workshop “VOC in the AI Era: De-Risking B2B Product Decisions,” which will explore how organizations can use Voice of the Customer (VOC) more effectively in an AI-enabled environment to support stronger product and innovation decisions.

Customer input comes from many sources: sales conversations, service interactions, communities, win/loss feedback, and AI-generated summaries. This interactive workshop will help members examine how to distinguish meaningful customer needs from surface-level signals, consider where AI can support insight and where it can introduce risk, and apply a needs-based lens to B2B decision-making. Participants will leave with a practical framework to help align stakeholders, prioritize opportunities, and bring clarity to product strategy.

Beyond the workshop, Kristyn will also contribute to the broader conversation on VOC and innovation at the Members Meeting, where leading B2B academics, insights professionals, and practitioners come together to shape the future of innovation and marketing. She’ll also be joining the Marketing Excellence Roundtable and is looking forward to connecting with members and attendees.

With decades of experience helping organizations leverage VOC to drive innovation and growth, Kristyn continues to help clients uncover the insights needed to make more confident business decisions. Connect with her to learn more.