Song Bites

We’re kicking off Season One of Song Bites with a bang, diving straight into the field of AI. In this episode, we sit down with Roi Perez, Senior Data and Digital Strategist at the Human Understanding Lab, to explore the concept of Dynamic Mindsets and the rapidly evolving world of synthetic personas. From the origin of the idea to the complex process behind building these AI-driven profiles, Roi breaks down what it really takes to bring synthetic personas to life—including the data that shapes them and the thinking that powers them.We also unpack how these tools are being used in the real world—from marketing and research to creative testing—and what their rise means for the way we understand audiences and design experiences. If you’re curious about where AI meets human insight, this is the perfect place to start.Recorded: 21st November 2025Links / Attachments:Human Understanding Lab - Learn more about what the Human Understanding Lab does here - ⁠https://walnutunlimited.com/expertise/the-human-understanding-lab/⁠ CONTACT THE SHOW - Got a question, suggestion or idea for an episode? Drop Joel an email message at ⁠joel.girling@accenture.com⁠

Listen for a sneak peak at what's to come in the first season of Song Bites. Across the next couple of months, we'll be going behind the scenes with the recent launch of Dynamic Mindsets AI from the Human Understanding Lab, looking back on the trends and talking points that shaped South x South West one year on and we explore how behavioural science encouraged people to fill in their tax forms in the latest campaign from HMRC.

Bitesized conversations with the reinventors shaping what’s next within Accenture Song.

In this kickoff preview of Song Bites, we’re setting the stage for a season that explores the strange, exciting, and sometimes overwhelming intersections of music, technology, and the real world. From the rise of synthetic personas and AI-generated artists to the cultural chaos and creativity of South by Southwest, we’re diving into what it means to make and experience music right now.We’ll also get real about the less glamorous side of being a creative—yes, even tax returns—unpacking the behind-the-scenes realities that artists and industry professionals face every day.Think of this episode as your sampler platter: big ideas, honest conversations, and a taste of what’s to come. Whether you’re here for innovation, inspiration, or just trying to make sense of it all, Song Bites is your new go-to.

Bitesized conversations with the reinventors shaping what’s next within Accenture Song.

In this episode of Song Bites, host and resident strategist Joel Girling sits down with Roi Perez, Senior Data and Digital Strategist from the Human Understanding Lab, to explore the thinking behind Dynamic Mindsets — TMW’s newly launched tool that uses synthetic personas to bring richer, more human insight into the creative process.Joel and Roi unpack how the idea came to life, why multiple AI‑driven voices offer more nuance than a single model, and what early reactions have revealed since launch. They dive into how the personas were built, the data that shapes them, and the kinds of behaviours, motivations and surprises they’ve already uncovered.From practical use cases to unexpected applications, this conversation offers a grounded look at where AI‑powered personas are heading — and how teams can start experimenting with them today. A thoughtful, accessible introduction to a tool designed to spark better questions, better ideas and better work.