Synthetic data is no longer a niche research concept, it's becoming infrastructure. This episode maps the wave of new products and vendor moves reshaping how companies collect, simulate, and act on customer data, from Qualtrics' synthetic panels to swarm-based agent systems to AI-powered video mining in retail aisles. Lenny Murphy and Tim Lynch, dive into what's actually hard: data ownership, AI team dynamics, cross-functional ROI politics, and what happens when non-human agents start buying things.