Redefining Speed and Scale: How Accenture’s GrowthOS Uses AI-Simulated Insights to Reduce Risk and Accelerate Innovation
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."
Or choose a question:
More Videos
"Enterprise is kind of sexy because big, hairy, hard problems of scale and distribution live at the enterprise."
Bria Alexander Louis RosenfeldWelcome
January 8, 2024
"Design is an excellent way to navigate chaos, turning ambiguity into direction through alternatives."
Aras BilgenWho does the math: A designer’s journey in building an AI-based tutoring app
June 10, 2025
"UXers are decision architects; we mediate billions of decisions every day, many with real climate impact."
Mike Brzozowski Laura Palotie Steve Isley Nancy TsangUX in everyday products: Empowering climate conscious choices
July 17, 2024
"We need to advocate for equity, not equality, by measuring harm and understanding power imbalances among users."
Sarah Fathallah Alba VillamilBeyond insights: Rethinking the role of researchers as stewards of organizational wisdom
March 13, 2025
"We are still a community even though we are virtual and are obliged to treat each other with kindness and respect."
Louis Rosenfeld Bria AlexanderOpening Remarks
November 16, 2022
"A service leadership approach means you’re here to help and orchestrate, not to command and control."
Prerna MakanawalaAchieving Balanced Design Consistency
June 9, 2021
"Our curators have been working for months taking presentations from little ideas to something big that advances design ops as practice."
Louis Rosenfeld Bria AlexanderDay 1 Welcome
September 23, 2024
"I thought I could single handedly bring design thinking to MailChimp. Turns out it took 1,000 people."
Jacqui Frey Alison RandSetting the Table for Dynamic Change
October 24, 2019
"Being nimble means sometimes you have to throw out academic rigor and just do what’s practical at the moment."
Renee BouwensLanding Product Impact: Aligning Research as a Foundational Driver for Delivering the World’s Best Products
December 15, 2023
