Can an AI truly grasp cultural nuance and emotion the way humans do? 

Ancestry set out to find out by building its own sythnetic agents and testing them against real human judgment. Italian consumers reacted to messaging ranging from culturally on-point to deliberately off-key. 

The same content was then assessed by the synthetic agents, not to score right versus wrong, but to uncover where human and machine understanding align, and where they diverge. Just how close is man and machine? 

Presented by Ancestry and Magenta

Maxine Walter, Director of Consumer Insights, Ancestry

Maxine started her career in product development at P&G. While having never considered working in Insights at P&G, she took the leap when an opportunity came along at GSK and hasn't looked back. Currently serving as Director of Consumer Insights at Ancestry she focuses on being the voice of the customer to ensure commercially impactful decisions through a customer-focused approach.

Samantha Jenkins, Associate Director, Magenta 

Sam's career began with a PhD in Chemistry, spent largely in a basement lab with no windows. Craving human company, she leapt into research with people instead of chemicals, landing an R&D role in fine fragrances at P&G. She moved agency side in 2018, wheer she delivers end-to-end qualitative and quantitative research for a broad range of clients.

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