In this Future Proof episode, Dr Nicki Morley, Global Innovation Lead at Kantar and Dr Angad Chowdhry, Co-Founder & CPO at Quilt.AI, unpack why genuine innovation demands more than fast outputs from LLMs.

They explore how cultural sensing, behavioural fuels and frictions, and multisource signal intelligence reveal the collision zones where breakthrough opportunities emerge, and why human judgment is still essential to shaping concepts that are meaningfully differentiated and commercially real.

They also share how the Kantar × Quilt.AI partnership brings these capabilities together, closing the loop from signal to opportunity spaces to concepts with rigour and transparency.

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Beyond LLMs: where AI, Culture and Humans Redefine Innovation