The Connect

S1 EP1: Inside Dynamic Mindsets AI – Like Having Your Own Focus Group!

We’re kicking off Season One of Song Bites with a bang, diving straight into the field of AI. In this episode, we sit down with Roi Perez, Senior Data and Digital Strategist at the Human Understanding Lab, to explore the concept of Dynamic Mindsets and the rapidly evolving world of synthetic personas. From the origin of the idea to the complex process behind building these AI-driven profiles, Roi breaks down what it really takes to bring synthetic personas to life—including the data that shapes them and the thinking that powers them. We also unpack how these tools are being used in the real world—from marketing and research to creative testing—and what their rise means for the way we understand audiences and design experiences. If you’re curious about where AI meets human insight, this is the perfect place to start. Recorded: 21st November 2025 Links / Attachments: Human Understanding Lab - Learn more about what the Human Understanding Lab does here - ⁠https://walnutunlimited.com/expertise/the-human-understanding-lab/⁠ [https://walnutunlimited.com/expertise/the-human-understanding-lab/]  CONTACT THE SHOW - Got a question, suggestion or idea for an episode? Drop Joel an email message at ⁠joel.girling@accenture.com⁠

Season 1 PREVIEW - Synthetic personas, South x South West and tax returns!

Listen for a sneak peak at what's to come in the first season of Song Bites. Across the next couple of months, we'll be going behind the scenes with the recent launch of Dynamic Mindsets AI from the Human Understanding Lab, looking back on the trends and talking points that shaped South x South West one year on and we explore how behavioural science encouraged people to fill in their tax forms in the latest campaign from HMRC.

Welcome to Song Bites!

Bitesized conversations with the reinventors shaping what’s next within Accenture Song.