TLDR
This morning, over a very ordinary breakfast, AI quietly demonstrated how profoundly the way we think, analyse, and build is changing. Not by replacing human judgement, but by amplifying it.
This morning started like most others.
A bowl of yoghurt. Bananas. Strawberries. Muesli. The same breakfast ritual marks the start of the day. Nothing remarkable on the surface.
Then my phone lit up.
Every morning now, ChatGPT gives me a Daily Pulse. It is not generic news or trending headlines. It is shaped by the questions I ask, the problems I am working on, the threads of curiosity I have been pulling at over weeks and months. In effect, it reflects back the intellectual terrain I am currently walking across.
For context, I now use ChatGPT as my primary search engine. If I am exploring something, researching a concept, or testing an idea, I will know. Not because it is watching me, but because I am thinking with it.
Today’s pulse landed squarely on Bayesian binomial theory and its use in analysing consumer research data. That is not accidental. It is exactly where my thinking has been focused recently, as we explore more robust ways to understand consumer behaviour. Especially when sample sizes vary, when confidence matters as much as direction, and when simplistic averages start to mislead rather than inform.
What followed was the interesting part.
As I ate my breakfast, I took those ideas and began to stress-test them. Not just with ChatGPT, but by moving the thinking across to Claude, which I have been using alongside it to help write DAX queries and analytical code. Back and forth it went. ChatGPT is challenging assumptions and suggesting alternative statistical approaches. Claude is helping translate that thinking into executable logic. Both of them responded instantly as the model evolved.
Within the time it took to finish a bowl of cereal, we had:
• Evaluated multiple statistical techniques and their trade-offs
• Refined how uncertainty should be expressed, not hidden
• Reworked the metrics to be more truthful to the data
• Designed how the outputs should be visualised on screen
• Sketched the code needed to make it all work
Crucially, none of this replaced judgment. It sharpened it.
The real value was not the answers. It was the speed at which ideas could be explored, discarded, rebuilt, and improved. The friction that normally slows deep thinking simply was not there. The thinking remained human. The acceleration came from AI.
That is the shift we are living through.
AI is not just about automation or efficiency. It is about intellectual leverage. The ability to think more deeply, test more ideas, and reach better outcomes in the same amount of time. Or in this case, over breakfast.
For us at Consumer Intelligence, this matters. Our job is to help companies truly understand what consumers are doing, why behaviour is changing, and where risk and opportunity sit beneath the surface. That requires rigour, nuance, and humility in the face of uncertainty. AI, used properly, strengthens all three.
This morning was a small moment. An everyday one. But it captured something important.
The future of work, insight, and decision-making is not about machines taking over. It is about humans being augmented. Enabled. Empowered to do better thinking, faster, with more confidence in the truth of what they are seeing.
Sometimes, it starts with a bowl of muesli.
Submit a comment