User Research service without users - just AI

I came across this: https://www.syntheticusers.com

"Test your idea or product with AI participants and take decisions with confidence."

End-to-end AI user research. No scheduling, no interviewing, no synthesising… And NO people.

I haven't tried this myself, and I don't want to unfairly dismiss it. But I can't help but think that if this is appealing to you, why not just scrap user research entirely if you can't be bothered to talk to real people, instead of going through the motions of simulating it.

I am sure AI can make user research much more efficient and reduce the amount of administrative tasks, help with analysis, scheduling, etc., but I think this is just dumb and a step in the wrong direction.

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