Beyond Demographics: How AI Builds Synthetic Consumers with Behavioural and Psychological Attributes

Key takeaways Demographics show who a consumer is. Behavioural attributes show how they act, and psychological attributes show why they decide. A synthetic consumer is an AI-generated persona that combines demographic, behavioural and psychological traits into one realistic profile. On Terapage, researchers build AI personas from 13 attribute categories and can ground them with their own study data. In a 20-persona study, AI personas with the same age and income range made opposite decisions about risk, money and trust in AI. Synthetic consumers are a fast starting point. Important findings should still be validated with real participants.