E12:Reimagining Insights in the Age of AI
In this episode, JT sits down with Nick Graham, Founder of Vertemis and former Global Head of Insights at Mondelez, to explore why the insights function must reinvent itself for the AI era.
Nick argues that insights teams need to move beyond being data suppliers to become true decision drivers—owning the full “insights impact” chain and acting as co-pilots to business growth. Together, they discuss the courage required to let go of legacy approaches, the role of automation in freeing capacity for leadership, and how AI is more than an efficiency tool—it’s a catalyst for transformation.
Nick shares why the future of insights is less about the “what” and more about the “why” and “so what,” leveraging human empathy, curiosity, and storytelling to deliver real business impact.
Nick Graham
Founder of Vertemis, former insights leader at PepsiCo and Mondelez
Nick is a 20+ year veteran of the insights industry, a regular conference speaker & award judge and recently had the honor of being named one of the Insights 250 by ESOMAR. Having started his career in advertising and brand & innovation strategy, Nick spent almost a decade at PepsiCo leading insights for PepsiCo's US and Global Beverages business units, before moving to Mondelez International, where he was SVP, Global Head of Insights & Analytics for over 3 years and worked to build the company’s long-term growth strategy and futureproof the insights function. He now acts as an independent consultant, helping organisations transform their insights functions and embed new technology like AI.
