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Navigating the Future of Research: The Role of Synthetic Data in an AI-Powered World
AI is transforming how research gets done, and synthetic data is emerging as one of the field's most exciting - and debated - developments. Join Wire and Sago for a thought-provoking conversation with Melanie Courtright, Chief Strategy Officer, as we explore the opportunities, challenges, and practical realities of synthetic data in research. Through real-world experiences and honest discussion, we'll examine where synthetic data can create value, how organizations are approaching adoption, and what it means for the future role of researchers. Whether you're exploring synthetic data for the first time or looking to sharpen your perspective, this session will leave you better equipped to navigate what's next.
Here's a glimpse of what you'll learn
- How synthetic data and AI are transforming research, including their strengths, risks, and practical use cases for speed, efficiency, and extending existing knowledge.
- When to use synthetic data versus human data, and how to ensure data quality, context, and ethical standards for reliable insights and decision-making.
- The evolving role of researchers in an AI-powered world, including responsibility for fit-for-purpose analysis, maintaining human truth, and leveraging new tools without losing the human connection.
Melanie Courtright
Chief Executive Officer, Sago
Melanie Courtright is an accomplished leader and strategist with 30 years of experience shaping the future of the insights and analytics industry. As Chief Strategy Officer at Sago, she leads enterprise-wide strategic initiatives focused on growth, innovation, and the advancement of research excellence.
Before joining Sago, Melanie served as Chief Executive Officer of the Insights Association, where she guided the U.S. insights and analytics community through a period of significant transformation—strengthening quality standards, championing data ethics, and advocating for the responsible use of emerging technologies.
Throughout her career, Melanie has been a trusted voice on topics including data integrity, methodological rigor, and the evolving relationship between technology and human understanding. She remains dedicated to ensuring that insights continue to empower organizations to make smarter, more ethical, and impactful decisions.
Maria Rydzewski
Principal, Mastercard
Maria is part of Mastercard’s Advisors Client Services, the company’s consulting arm, where she brings extensive experience in payments consulting, research, and strategy. In her role, she leads research engagements for clients across a range of sectors, including financial services, retail, and healthcare. Her expertise spans payments, marketing research, financial inclusion, and business strategy, with a focus on turning research and insights into actionable recommendations for clients.
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