1. First Things First - What are Synthetic Users?

A synthetic user is an AI generated representation of a real user segment that you can interact with, not a static, old school persona slide.

Think of a synthetic user as;

• A persona that talks back

• A compilation of your existing data, be it CRM, interviews, analytics, etc

• Powered by AI so that you can ask it questions, test ideas and test ideas in real time

When done properly, synthetic users are;

• Able to provide realistic data insights based on your data

• Interactive, as you can ask them things like "how would you react to this?" or "what would you be worried about?"

• Repeatable meaning that they are always available for another test or even updating

But, one caveat, when done wrong, they are just a clever chat bot that is making things up.

It is important to note this, as systems and tools need to be utilised and created wisely in order to effectively enable your team.

2. Why Marketing Teams Cannot Ignore Synthetic Users

Most marketing teams do not struggle with ideas. They instead struggle with the confidence to believe and/or implement them. Questions we hear all the time sound like;

• Which segment should we prioritise first?

• Are we missing something that could essentially kill or derail this campaign?

• Will this message actually land with our buyers?

Normally answering these questions require research that can last weeks or months. The result of this time window could mean that the market has already shifted. You are just too slow.

Synthetic users do not replace the need for real research, they basically reduce the learning loop between idea and test. With synthetic users you can simulate initial reactions in hours, explore multiple angles without blowing budget and pressure test different segments.

In a time where marketing obsolescence is a real risk, synthetic users are one way to keep up and stay relevant.

3. Where Synthetic Users Add Real Value - and Where they Don`t

Where synthetics users really help, is when they are used as a fast, low friction layer in your workflow. More specifically, here is where they help;

1. Early stage campaign and message exploration

   Before you move forward with briefings and overall messaging you can text multiple versions of your value proposition. Questions such as "what is confusing about this?" or "what would make you skeptical?" You could also test responses from different target groups/segments.

2. Landing page and content pre-flight checks

   Running landing page drafts through a synthetic user representing key segments and then asking the synthetic user to explain the offer back in their own words helps check if your message is landing. You can also identify friction points by asking things like "what would stop you from booking a demo".

3. Persona refinement and alignment

   Static personas age quickly whereas synthetic users let you bring personas to "life" as interactive agents. They can allow you to stress test assumptions like "would you really care about this feature?" And finally, they can help keep sales, product and marketing aligned on how buyers actually think.

It is easier to take an outside-in marketing approach when the customer is something that you can actually talk to, even when it is a synthetic version

Where they DON`T help

Synthetic users are now a good fit for final validation of high risk decisions, such as pricing or major positioning shifts. Addressing regulated or highly sensitive content where nuances matter should generally be avoided as well as for understanding emotional context in high stakes journeys such as health. legal or crisis situations.

4. How Synthetic Users Keep Marketing in an Outside-In Focus

Most marketing teams want to be customer centric, but face challenges;

• Meetings (internal) replace actual customer conversations

• Backlog pressure rewards execution over exploration (a HUGE topic these days)

Synthetic users help by making outside-in thinking the default. Basically, synthetic users embed the voice of the customer into daily work instead of treating it as a separate project. Some examples include; copywriter need help with a headline? Ask the synthetic user which headline is more credible. Battlecard for a new product? Stress test it with a skeptical buyer via a synthetic user. Need to demand gen a new offer? Investigate what your segments would actually value.

Basically synthetic users embed the voice of the customer into daily work, instead of making a separate project.

5. Synthetic Users are an Accelerator, Not a Shortcut

The marketing teams, or rather organisations that will win the next few years are not the ones with the biggest budgets, but the ones that learn faster than their competitors, reduce friction for fast executions and manage to maintain a truly outside-in focus, even when going at top speed.

Synthetic users, when used responsibly are one of the that make make quick and effective execution possible.

Want to see if synthetic users could work for your team? A 30 minute consultation and we can look at practical ways to support an outside-in marketing approach