In this solo edition of The Exchange, Lenny Murphy breaks down the biggest developments shaping the insights industry while Karen Lynch reports from IIEX Europe. From Samba TV's acquisition of Best Ever AI to NewtonX's launch of B2B synthetic personas and major announcements from Behavix, NIQ, Palantir, and Zeta Global, Lenny explores how AI, behavioral data, and integrated technology stacks are transforming market research.

He also examines new evidence showing how AI recommendations are influencing consumer purchase behavior, why behavioral data is becoming increasingly valuable, and what the rapid pace of AI-driven software development means for research platforms and technology providers.