Head of Research Directions • Ex-Uber, Meta • Author of the bestseller "How Not to Use AI"
For over 20 years, I have been involved in research, cultural analytics, and data strategy at Meta, Uber, Apple, and leading creative agencies working with Fortune 100 companies.
Traditional research captures what people say. But it rarely shows what people feel, what they avoid, and what they subtly adapt to.
When generative AI emerged, I saw in it not a tool for increasing productivity but a research partner capable of identifying collective patterns that are difficult for humans to recognize in vast data sets.
I founded Data, Art & Soul to develop a research approach I had always missed: deep human-centered research based on real conversations—online, offline, and within company data that usually goes untapped.
In a world where everyone learns to create, I teach the art of listening.
My main idea:
Stop thinking about how to use AI better. Become the person whom AI helps to see deeper, more accurate, and more meaningful signals.
