Synthetic Buyers: The Future of Testing Messaging Before You Spend

Buyer personas are broken — we’ve all known it for years. They’re usually created in a workshop, polished in a deck, and then forgotten the minute the quarter gets chaotic. Meanwhile, AI is quietly rewriting the rules. Synthetic buyers, which are AI-generated buyer models that behave like real people, are changing how companies test messaging, allocate budget, and make decisions long before the stakes get expensive.

In this SAMI session, we’re tearing down the myth of the “representative persona” and replacing it with actionable models that respond to your messaging in real time. You’ll see how leaders are using synthetic audiences to pressure-test campaigns, predict reactions, experiment with segmentation, and bridge the gap between marketing experiments and sales outcomes. Real B2B and B2C examples will be shared.

You’ll walk away with:

• How to integrate synthetic buyers into growth workflows
• Where the technology is overhyped — and where it’s becoming a competitive edge
• Concrete steps you can take to explore using synthetic buyers for your sales and marketing use cases.
• If the old playbook was “know your audience,” the new playbook is to build them, model them, test them — before your competition does.

ABOUT THE SPEAKER:
Dr. Luca Fiaschi is a seasoned AI and data leader with more than 15 years of experience helping high-growth tech companies turn data into real business impact. He’s built and scaled data teams from scratch to more than 100 people and has led AI-driven growth at companies like Mistplay and HelloFresh, where his work powered personalization, experimentation, and smarter marketing decisions tied directly to revenue. As former Chief Data & AI Officer at Mistplay and VP of Data Science at HelloFresh, Luca helped optimize hundreds of millions of dollars in marketing spend through advanced testing and analytics. He’s also held leadership roles at Alibaba, Stitch Fix, and Rocket Internet, and holds a PhD in Computer Science—bringing a rare mix of strategic, commercial, and hands-on AI experience to the conversation.