ON-DEMAND VIRTUAL EVENT
Designing with AI: Artificial Users, Automation, & Human Intelligence in Design Research
AI is everywhere in research—but should it be standing in for real people? Join Dan Perkel, Partner, Sr. Executive Design Director at IDEO, and Prayag Narula, CEO of Marvin, for a lively fireside chat on the rise of synthetic users and what it means for the future of insights.
They’ll explore where AI adds value, where it falls short, and how teams can balance speed, cost, and human depth without losing sight of what makes research meaningful.
You’ll learn:
💡 Why synthetic users are sparking debate across the industry
💡 Where AI can (and can’t) replace real human voices
💡 Practical examples of AI in research workflows—from interviews to analysis
💡 Smart alternatives to synthetic participants that still deliver speed and scale
💡 What leaders should consider before betting on AI-generated insights
Speaker Spotlight
Dan Perkel
Dan Perkel is Partner and Sr. Executive Design Director at IDEO, where he leads the Media, Entertainment, and Technology practice in North America. He helps global companies design new platforms, elevate customer experiences, and drive sustainable growth.
Previously, Dan’s work spanned interactive entertainment, gaming, streaming, advertising, financial services, and retail.
He earned his Ph.D. from the UC Berkeley School of Information, where he studied how creative communities use digital media. Dan also holds a Master’s in Information Management and Systems from UC Berkeley and a Bachelor’s in Science, Technology, and Society from Stanford University.
Prayag Narula
Prayag Narula is the co-founder and CEO of HeyMarvin, the first AI-powered research repository and qualitative data analysis platform. Marvin was designed to elevate the voice of your customers so you build exactly what they need.
Previously, Prayag co-founded and led LeadGenius. Prayag was a researcher at University of Helsinki in Finland.
He studied at the UC Berkeley School of Information, and he is the published author of more than a dozen research papers in the field of HCI, User Centered Design, Artificial Intelligence, Crowdsourcing, and Computer Networks.
Connect with Prayag on LinkedIn.
