AI is changing how organisations understand people: what they want, how they decide, and how quickly their preferences shift. This session explores how AI is transforming market insight, customer understanding, and behavioural analysis, while also raising important questions about bias, interpretation, and overconfidence in data-driven systems. For developers and product teams, this is not just a marketing story. It is about how software, data, models, and human behaviour come together to shape products, decisions, and user experiences in the real world.