Ep. 52 - Why AI misses what customers really mean – Insights Ep. 7

Can AI actually help you understand your customers - or is it just noise at scale?

As teams lean into AI to handle discovery work, it’s tempting to treat all insights as equal. But not all research sources are created equal - and AI isn’t great at everything.

In this episode, Jochem Van Der Veer breaks down where AI actually supports discovery... and where it silently sabotages it. This is a guide for anyone using AI to scale research, sift through feedback, or make sense of customer data.

What You’ll Learn: • A side-by-side breakdown of 8 key research sources - and where AI helps (or fails) • Why AI performs well on written support data but fails to read tone, sarcasm, or urgency • How AI misses the intent behind interviews - and why that matters for product decisions • The danger of over-trusting CRM notes, sales transcripts, and survey sentiment without context • How to combine AI-assisted insights with human nuance to get to real customer truth

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