Winning with AI: Shifting from DIY to Do It Together

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Издатель Sep 1, 2026

Speed is starting to replace rigor in research, and AI outputs are being trusted without proper validation. Niels Neudecker, Managing Director, NA, Human8, outlines three shifts: moving from do-it-yourself to do-it-together collaboration, from big data to thick data, and from speed to insights toward speed to action. He explains how DIY tools and AI can produce polished reports without enough understanding of underlying data, leading to context-poor insights and risky decisions. A Ricola innovation study shows why: Gen AI ideation was fast but generic or off-brand, consumer crowdsourcing was fresh but often off-strategy, and internal ideation stayed on-brand but played it safe. Combining approaches through human-AI iteration delivered five times higher ideation effectiveness, with ideas five times more likely to rank in the top 30 innovations.

00:00 The Emerging Risk
00:18 Three Industry Shifts
00:35 From DIY to Together
01:50 Speed Needs Rigor
02:24 Ricola Innovation Study
02:45 Comparing Idea Sources
03:19 Human AI Iteration Wins

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