In this episode of Truth Revealed, Duart Rankin sits down with communications strategist Andrew Bruce Smith to tackle the questions market research and innovation professionals are actually asking about AI—beyond the hype and the awards case studies.

Andrew brings a unique perspective, having been involved with AI since the early 1980s at Edinburgh University's nascent AI department, and spending the last decade helping organizations understand AI's practical impact on communications, marketing, and research.

The conversation moves fast: from demystifying synthetic data (it's not just "making it up") to exposing what's really happening when you upload a spreadsheet to ChatGPT. They explore why individual AI adoption isn't translating to organizational transformation, the shift from prompt engineering to agentic AI systems, and the uncomfortable truth about what happens to billable hours when AI collapses timelines.

This isn't about whether AI will change your industry—it will. This is about understanding what breaks, what survives, and what clients will still pay you for when the old business models stop working.

If you're tired of AI panic and hungry for strategic thinking about what comes next, this conversation is for you.

Six months ago, we launched Truth X Changemakers, a collaboration between Truth Consulting and Ashoka, the world’s largest network of social entrepreneurs. It’s a partnership that’s quietly reshaping how we — and our clients — think about the future. In the latest episode of Truth Revealed, Dr Bridget Dalton, Head of Truth Futures, sits down with Janine Buzali, leader at Ashoka Changemaker Companies, to talk about what happens when the worlds of commerce and social impact collide — and why that collision might just hold the key to building future-ready businesses.

Eddie & Mark discuss how the research and insights sector can re-think the way it creates and delivers value to clients in the age AI.