IN SIGNO VERITAS #01
Your customers have stopped talking to you. Something else is answering for them.
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In Signo Veritas #01
The subject
Change shows up in culture long before it reaches the brief. At Studio Veritas, we collect the signals that mostly go unnoticed, and highlight the useful truths inside them.
The signal
People are using AI to write the responses they give researchers.
- A third of online research participants say they use AI to help answer open questions, and AI answers read more uniform and more positive (Stanford, NYU and Cornell, 2025)
- Writing online has become less varied since ChatGPT launched (University of Southern California, 2026)
- After an AI rewrite, a model guesses the writer’s age right 26% of the time, down from 35% (University of Southern California, 2026)
The truth
We’re listening closer and harder than ever to audiences, but there’s less of the real person’s voice to hear. Insight lives in the edges: the complaints and oddities, the raw material, the things that don’t always make sense. Now people’s voices are filtered through the same few AI models, so their answers come back cleaner, calmer and more alike. And researchers often use AI to summarize those responses, putting two layers of AI between them and the people they’re trying to hear.
Worth asking
If your research is AI talking to AI, who exactly are you listening to?
We go out and talk to real people because they have opinions they’d never type raw into a survey.
Want to know what your customers really think? Get in touch.
