Rosenverse
Redefining Speed and Scale: How Accenture’s GrowthOS Uses AI-Simulated Insights to Reduce Risk and Accelerate Innovation

This video is only accessible to Gold members. Log in or register for a free Gold Trial Account to watch.

Log in Register

Most conference talks are accessible to Gold members, while community videos are generally available to all logged-in members.

Redefining Speed and Scale: How Accenture’s GrowthOS Uses AI-Simulated Insights to Reduce Risk and Accelerate Innovation

Gold
Tuesday, June 10, 2025 • Designing with AI 2025
Share the love for this talk
Redefining Speed and Scale: How Accenture’s GrowthOS Uses AI-Simulated Insights to Reduce Risk and Accelerate Innovation
Speakers: Gillian Salerno-Rebic and Mark Micheli
Link:

Summary

Learn how Accenture’s GrowthOS accelerator partners with WEVO to simulate user responses at scale—cutting research time from weeks to minutes. In this session, Accenture will show how AI-powered testing of early concepts, Figma prototypes, and full journeys helps their clients identify friction, de-risk launches, and refine designs before development begins.

Key Insights

  • AI can automate about 70% of UX research tasks but human judgment remains crucial for the remaining 30%.

  • Vivo Pulse generates user insight simulations delivering 80% of actionable findings in as little as five minutes.

  • Combining AI-simulated insights with real user validation (Vivo Pro) enables fast, yet reliable UX research.

  • Accenture’s Growth OS leverages Vivo’s AI to empower both business developers and UX researchers with rapid customer insights.

  • Using AI personas, firms can discover previously unidentified user pain points and optimize faster than traditional research cycles.

  • Vivo’s AI platform is trained on over a million user research studies and a 60-million-participant panel, enhancing predictive accuracy.

  • AI-generated personas can help benchmark and score digital experiences for value, trust, and reliability across large enterprise ecosystems.

  • Synthetic insights must be integrated thoughtfully with human-centered design to avoid overreliance and maintain research rigor.

  • Vivo Pulse supports multiple languages and can simulate diverse demographic groups, aiding inclusion and reach of hard-to-access users.

  • AI-enabled rapid research helps enterprises prioritize UX efforts strategically, especially when managing multiple competing digital assets.

Notable Quotes

"I like to think of AI as a compass and not a map."

"If your users could literally sit there right next to you, and you could quickly get iterative feedback, that’s what Vivo offers."

"We can get about 80% of the way there from some of our human studies with AI simulations."

"Vivo Pulse helps with rapid iterations, while Vivo Pro validates signals with real users."

"There’s an opportunity to fill in cracks around a research practice and accelerate the work people already do."

"Accenture’s Growth OS is an internal platform powered by Vivo’s LLM used across the creative enterprise for AI-accelerated insights."

"We’ve seen about a 12% boost in conversion rates in just a few weeks with some clients using the platform."

"Synthetic users are an expansion of the human-centered design toolkit, not a replacement."

"It’s on each of us to design a process to prevent organizations from overtrusting synthetic insights before real user validation."

"This is advanced hypothesis generation putting you in the mindset and perspective-taking that good empathy always requires."

Ask the Rosenbot
Sean Fitzell
Craft of User Research: Building Out Jobs to be Done Maps
2021 • Advancing Research 2021
Gold
Samuel Proulx
From Standards to Innovation: Why Inclusive Design Wins
2025 • Advancing Service Design 2025
Gold
Ebru Namaldi
Designing the Designer’s Journey: Scaling Teams, Culture, and Growth Through DesignOps
2025 • DesignOps Summit 2025
Gold
George Abraham
Design Systems To-Go: Indigo.Design Overview and Exploring the Developer Workflow (Part 3)
2021 • DesignOps Summit 2021
Gold
Alba Villamil
Stereotyped by Design: Pitfalls in Cross-Cultural User Research
2020 • Advancing Research 2020
Gold
Kristin Skinner
Five Years of DesignOps
2021 • DesignOps Summit 2021
Gold
Courtney Maya George
Scale Your Organization and Grow Your Designers
2022 • DesignOps Summit 2022
Gold
Briana Thomas
When Design Ops Comes in H.O.T. : A Tale of a Transformed Design Org
2021 • DesignOps Summit 2021
Gold
Christopher Geison
Theme 1 Intro
2024 • Advancing Research 2024
Gold
Shivanjali M.
From Fragmented to Fluent: The Linguistic Approach to Research Knowledge
2026 • Rosenfeld Community
Uday Gajendar
10 Years of Enterprise UX: Reflecting on the community and the practice
2025 • Enterprise Community
Lavrans Løvlie
Ask me anything – Authors of Service Design: From Insight to Implementation
2025 • Advancing Service Design 2025
Gold
Mandy Drew
What Role(s) Can Research Play in Responsible Design?
2021 • Advancing Research 2021
Gold
Jennifer Strickland
Fireside Chat: How Design Addresses a World on Fire
2022 • Civic Design Community
Satyam Kantamneni
Do You Have an Experience Vision?
2023 • Enterprise Community
Briana Thomas
The Quiet Force: Uncovering Hidden Leadership in High-Impact Design Teams
2024 • DesignOps Summit 2024
Gold

More Videos

Louis Rosenfeld

"Our curators have been working for months taking presentations from little ideas to something big that advances design ops as practice."

Louis Rosenfeld Bria Alexander

Day 1 Welcome

September 23, 2024

Lisa Gironda

"I wasn’t planning to learn SQL scripts but I did. And it was fun. It was a new language."

Lisa Gironda

Opener: Chief of Staff–An unexpected journey

January 8, 2024

Jamie Beck Alexander

"We are talking about climate solutions to displace things that are incompatible with thriving life, not just add more options."

Jamie Beck Alexander Nina Gregg Shawn Petersen Bill DeRouchey

How can you find your role in climate?

January 17, 2024

Iram Shah

"Intelligence is the pursuit of knowledge; wisdom is the pursuit of truth."

Iram Shah

Closing Keynote: The View from the Top

June 4, 2019

Melinda Belcher

"A lot of the reasons why we bring agencies in is to evangelize and help us tell our story."

Melinda Belcher

Insider preview of Enterprise Experience 2020

May 28, 2020

Natalia Radywyl

"Co-planning means building trust and relationships before planning the project itself as a blended team."

Natalia Radywyl

Co-Designing New Power in Australia's Public Sector

November 16, 2022

Uday Gajendar

"Influence is the real goal as a designer—over people, processes, and culture."

Uday Gajendar

The Rise of Meta-Design: A Starter Playbook

May 19, 2022

Jesse Zolna

"Non-researchers often think you can just jump in and start asking questions, but that can be inefficient or risky."

Jesse Zolna

Inviting the Whole Org to Come See For Yourself

March 30, 2020

Steve Baty

"I never record interviews with staff, never. Recording invites sugarcoating or lying because people are already vulnerable."

Steve Baty Richard Dalton Maria Giudice Harry Max

Discussion

June 9, 2016