#37: How AI is impacting Product Discovery & User Research | Teresa Torres (Product Discovery Coach)

Welcome to another episode of Supra Insider. This time, Marc and Ben sat down with Teresa Torres, author of Continuous Discovery Habits, to explore the role of AI in modern product discovery. Teresa shared why customer empathy remains irreplaceable, the common pitfalls teams face when misusing AI in research, and practical strategies for integrating AI effectively—without losing sight of the human touch.

She also offered her insights on how AI can empower product teams to build skills, enhance customer interviews, and streamline discovery workflows, all while staying firmly rooted in authentic customer understanding. If you're passionate about truly knowing your customers and using AI as a tool—not a crutch—this episode is brimming with valuable takeaways!

In this episode, we covered the following topics:

Why AI can enhance but never replace human-driven customer research

The pitfalls of relying on synthetic users and autogenerated personas

How to use AI as a “team member” to synthesize interviews and uncover insights

Importance to building curiosity and empathy into product teams

Practical use cases for AI in discovery, including feedback analysis and research repositories

Exciting experiments Teresa is running with AI to help PMs hone their interviewing skills

The importance of owning your audience and the challenges of modern social media platforms

And more!

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Links:

Teresa Torres:   / teresatorres  

Teresa Torres X: https://x.com/ttorres

Product Talk: https://www.producttalk.org/

Product Talk Daily Substack: https://producttalkdaily.substack.com/

Product Talk Videos: https://videos.producttalk.org/

Ben:   / benerez  

Marc:   / marcbaselga