Event review – Qual 360 APAC in Singapore – 14th – 15th October
One of the most talked-about sessions of this year´s Qual 360 APAC featured Ester Marchetti, Co-founder and Head of Innovation at BoltChatAI, joined by Nina Pascual, Global Insights Lead at FrieslandCampina.
Their session, “Rethinking Search: How Generative AI is Changing How Generations Learn About Nutrition,” explored how the next wave of AI-powered search behavior is transforming the way people discover, evaluate, and trust information about health and nutrition.
As generative AI platforms become everyday gateways to knowledge, Ester and Nina unpacked what this shift means for brand trust, credibility, and decision-making across generations.
Where Consumers Really Go for Answers
Through a multi-country, AI-moderated qualitative study, BoltChatAI revealed that consumers are increasingly blending traditional information sources with AI-driven platforms when searching for health and nutrition guidance.
With real-time adaptive probing, the research captured not only what people ask, but why they trust certain sources — exposing generational differences, evolving credibility cues, and unexpected blind spots along the consumer journey.
Building Trust in the AI Era
A major takeaway from the session was how brands can maintain relevance and credibility in an evolving information landscape shaped by generative AI.
Using tools like BoltChatAI’s Dynamic Personas, brands can continuously track shifts in consumer attitudes, motivations, and mindsets — ensuring internal teams stay aligned with what truly drives behavior in an AI-mediated world.
In an era where search is conversational and AI systems shape perception, staying connected to real consumer thinking isn’t optional — it’s essential.
If You Missed It…
The full session, Rethinking Search: How Generative AI is Changing How Generations Learn About Nutrition, is now available to watch on demand.
Catch the insights, data, and discussion that are redefining the intersection of qualitative research, AI, and brand strategy.
Let’s Keep Exploring
A huge thank you to everyone who joined us in Singapore. Events like Qual360 APAC are vital for pushing the boundaries of what qualitative research can achieve — and we’re proud to be part of shaping its future.
Let’s continue exploring how AI and human insight can work together to build trust, understanding, and better decisions for brands and consumers alike.
Want to explore how BoltChatAI can help you stay ahead of behavioural change? Visit https://www.boltinsight.com/
Source: https://www.boltinsight.com/rethinking-search-at-qual360-apac/
