Applied AI in CX & UX Research

AI is opening up new possibilities for CX, UX, and market research—but not always in the places people first expect. In this session, we will explore how AI can strengthen quantitative UX research, enrich driver analysis, and even help predict structured CX KPIs from open-ended customer feedback. Along the way, we will also look at how emerging approaches such as vibe-coded personal MaxDiff can expand the way we think about preference measurement and prioritization. The goal is not AI for AI’s sake, but practical ways to make research smarter, more scalable, and more actionable.

Sebastian Syperek is a German based researcher with 25 years of experience across market research, CX, and UX. Trained as a psychologist, he has worked for organizations including Ipsos, eBay, Deutsche Telekom, Daimler/car2go, Deutsche Bahn, and Allianz / Kaiser X Labs. His work focuses especially on quantitative research, segmentation, prioritization, and translating complex data into clear strategic direction. Sebastian is particularly interested in bringing stronger quantitative thinking into UX research and in exploring how AI can extend the reach and impact of modern insight work.