This year’s ESOMAR Congress captured the essence of transformation with its theme RE-IMAGINE. The event brought together the brightest minds in insights, data, and strategy to explore how our industry continues to evolve at pace. The energy was unmistakable, showing that our community is not only adapting to change but actively shaping it.
Across the conversations and sessions, one message stood out: the transformation is already here. Now is the time to collectively reimagine insights in the age of AI and ensure that innovation leads to real, measurable business outcomes.
Scaling AI to Deliver Enterprise Value
As enthusiasm around AI matures, the focus is shifting from experimentation to scalability. Only a small fraction of AI pilots, about 5% according to MIT, are delivering full enterprise value. Yet, the examples shared throughout Congress demonstrated clear momentum. AI is helping insights teams earn greater influence across organizations, connecting data-driven intelligence directly to strategic decisions.
This aligns with what we are seeing across the market. Scaling AI successfully requires data discipline, clear frameworks for activation, and above all, confidence in how to apply insights to drive Decision Precision.
Innovation Rooted in Responsibility
The future of insights lies in finding the right balance between innovation and responsibility. We were inspired by Nadia Obukhova’s presentation from L’Oréal Garnier on leveraging synthetic data to augment quantitative research while maintaining privacy, and by Elena Franceschini from Pernod Ricard on how consumers are engaging with generative AI in new ways. These examples highlight a growing shift toward privacy-safe data solutions that still behave like the real thing, a space where innovation and integrity align.
Skills Defining the Next Era of Insights
A panel of industry leaders emphasized that the skills defining the future of our industry go beyond technical mastery. Success will depend on attitude, the ability to master AI, and persuasion. Truth remains the cornerstone of what we do. Our industry owns the facts, and with that comes the responsibility to use them wisely. As AI redefines how we uncover and communicate insights, maintaining trust and truth will remain our greatest asset.
Looking Ahead: Reimagining with Purpose
For years, our industry has prepared for transformation. Now, we are ready to respond to it with clarity and confidence. As Czech philosopher Tomas Sedlacek reminded us in his closing remarks, “Most of what we do is waving air.” But as this Congress proved, what we do has never mattered more.
At Behaviorally, we remain committed to helping our clients harness AI responsibly and effectively, turning complex behavioral data into actionable insight and confident decisions at the shelf and beyond.
ESOMAR Congress 2025 left us energized, optimistic, and united in purpose. We look forward to continuing this journey with our clients and partners as we reimagine the future of insights, together.
Connect with us to leverage behavioral expertise and AI for confident, data-driven packaging decisions.
See you in Valencia in 2026.
THE AUTHOR
Damien Arrouas, VP at Behaviorally, leads the French team with over two decades of expertise in consumer and shopper insights. Damien has experience across multiple sectors, mostly FMCG, and has worked in various countries including China, the UK, and Nigeria. He is passionate about turning business relationships into partnerships for mutual success. Coaching is what he loves most, especially learning from it in both developed and developing markets.
