Enriched Insights

04/02/2026

𝐇𝐨𝐰 𝐭𝐨 𝐍𝐚𝐯𝐢𝐠𝐚𝐭𝐞 𝐂𝐨𝐫𝐩𝐨𝐫𝐚𝐭𝐞 𝐏𝐨𝐥𝐢𝐭𝐢𝐜𝐬 𝐖𝐡𝐢𝐥𝐞 𝐖𝐨𝐫𝐤𝐢𝐧𝐠 𝐢𝐧 𝐃𝐚𝐭𝐚?

With 1.3 years as the average tenure of a data professional in the UK, LinkedIn research shows that the data industry is falling 9 months short of the estimated average in technology.

Among the main reasons we can definitely name the challenges associated with driving a data-driven culture change, education of non-technical business stakeholders, and the constantly growing importance of strategic alignment.

That’s why we created last year a 𝐜𝐨𝐮𝐫𝐬𝐞 𝐨𝐧 𝐡𝐨𝐰 𝐭𝐨 𝐛𝐮𝐢𝐥𝐝 𝐚 𝐬𝐮𝐜𝐜𝐞𝐬𝐬𝐟𝐮𝐥 𝐜𝐚𝐫𝐞𝐞𝐫 𝐢𝐧 𝐝𝐚𝐭𝐚, where you can find actionable career frameworks, inspiration from data leaders, and personal career stories.

Below you can find a small sneak peek from one of Nadia Morozova's personal career stories shared with the course participants.

➡️And here is the link to the course: https://payhip.com/enrichedinsights

https://youtu.be/2Jy_glO9MK8?si=Iv6wjwnU5yAF2VqT

With 1.3 years as the average tenure of a data professional in the UK, LinkedIn research shows that the data industry is falling 9 months short of the estima...

03/02/2026

Today we are excited to share Nadia Morozova's hot off the press speaker reel that includes highlights from some iconic events where she shared her expertise last year. They include snippets from two recently released TEDx talks: TEDxRoma and TEDxWalthamstow, Davos 2025 World Economic Forum, and American Marketing Association ‘Marketing Edge’ Conference in Houston.

This year, Nadia Morozova is looking forward to sharing insights on the topics of rebuilding consumer trust in the age of AI and agentic commerce, AI and ethics of AI, human-centricity in AI and data, future of commerce, and evolution of the consumer’s path-to-purchase.

Dr. Nadia Morozova is an award-winning analytics & insights expert, thought leader, and a keynote speaker with more than 15 years of international experience...

30/01/2026

We are excited to share that Nadia Morozova, our Chief Analytics & Insights Officer, has been included in the 𝐆𝐥𝐨𝐛𝐚𝐥 𝟏𝟎𝟎 𝐖𝐨𝐦𝐞𝐧 𝐭𝐨 𝐖𝐚𝐭𝐜𝐡 𝐢𝐧 𝐃𝐚𝐭𝐚, 𝐀𝐧𝐚𝐥𝐲𝐭𝐢𝐜𝐬, 𝐚𝐧𝐝 𝐀𝐈. This recognition reminds us about the amazing milestones from 2025:

✨ Release of TEDxRoma and TEDxWalthamstow talks

✨ Publishing two industry whitepapers on the Ethics of AI: one in California Management Review Insights and the other in The European Business Review … and supporting businesses on their data and AI transformation journeys

✨ Sharing a keynote during the Davos 2025 World Economic Forum

✨ Releasing a course on how to build a successful career in data… and following career success stories from the course participants

✨ Unlocking revenue potential through Purchase Stream 3x product for leading brands in luxury, beauty, and retail across the globe.

We are looking forward to another very successful year for Enriched Insights!

10/12/2025

In my career conversation with Atul Agarwal, SVP Product, Advanced Analytics at choreograph, we discussed how to build a successful career in data science. During our interview Atul shared:

🌟 what inspires him the most in working in data science
🌟 which trends in the industry are the most prominent right now
🌟 what the key enablers of career success in data science are

Thank you, Atul, for sharing your experience and career journey!

This conversation took place as a part of my course "𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐚 𝐬𝐮𝐜𝐜𝐞𝐬𝐬𝐟𝐮𝐥 𝐜𝐚𝐫𝐞𝐞𝐫 𝐢𝐧 𝐝𝐚𝐭𝐚", where you can find actionable career frameworks, inspiration from data leaders, and my personal career stories.

In my recent conversation with Atul Agarwal, we discussed how to build a successful career in data science. During our interview Atul shared:🌟 what inspires...

04/12/2025

What an amazing way to celebrate a new milestone for the Book Club, which I’ve been hosting since 2022! As a spin off from the Chief & Alumni Book Club, I’m excited to share that it’s now open for broader audiences of senior leaders worldwide. Last week, we had two very insightful and inspiring conversations about the book ‘Move Fast & Fix Things’ by F. Frei & A. Morriss. Below I share my top 5 take-aways from those conversations.

If you are interested in joining the community of 70+ senior leaders from Europe and North America on WhatsApp, please fill-in the form that I’ll share in the first comment below. In the group, we discuss past and upcoming Book Club sessions, share book suggestions, and discuss recent experiences and challenges. An amazing line-up of books, including a special session with a book author, is already in our calendar for 2026!

It’s 100% my passion project, and I’m really looking forward to welcoming new inspiring leaders in our group!

02/12/2025

According to a recent McKinsey & Company report, more than 80% of senior executives agree that they don’t see tangible impact on their revenue from Gen AI projects. So, 𝐡𝐨𝐰 𝐜𝐚𝐧 𝐲𝐨𝐮 𝐮𝐧𝐥𝐨𝐜𝐤 𝐑𝐎𝐈 𝐟𝐫𝐨𝐦 𝐭𝐡𝐞 𝐝𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 𝐚𝐧𝐝 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 𝐨𝐟 𝐀𝐈 𝐢𝐧 𝐲𝐨𝐮𝐫 𝐨𝐫𝐠𝐚𝐧𝐢𝐳𝐚𝐭𝐢𝐨𝐧𝐬?

My answer is to do it through 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭𝐢𝐧𝐠 𝐡𝐮𝐦𝐚𝐧-𝐜𝐞𝐧𝐭𝐫𝐢𝐜𝐢𝐭𝐲 𝐢𝐧 𝐲𝐨𝐮𝐫 𝐀𝐈 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐚𝐧𝐝 𝐚𝐜𝐭𝐢𝐨𝐧 𝐩𝐥𝐚𝐧𝐬. In my paper, ‘Human-Centricity as an Enabler of High Data Quality for AI’, I highlight the importance of human-centricity in building a strong data foundation for any successful AI project.

Then it comes to understanding how AI shifts the behavior and decision-making of your consumers and customers. Are your AI tools and solutions able to address these shifts or are they solely focused on the ways things were done in the past? This is an example of where Behavioral Science can help you to address these new and rising opportunities and better understand the new role of consumer biases.

Doing these allows companies to build trust both within and outside the organization. But how can you achieve culture change and make sure employees adapt to new ways of working? And how can you ensure you have the trust of consumers and customers? This is where authenticity, transparency, and relevance become critical for brands and products success.

27/11/2025

Many of this year's conversations at Cannes Lions International Festival of Creativity highlighted the importance of data and AI in driving creativity and inspiring change in the advertising industry. At the same time, however, marketers have shifted their focus away from truly understanding consumers and are now treating them more as data points for building their AI models.

And what about the role of AI in consumers' lives? How has AI changed their consumption of content, purchase behavior, and decision-making?

💡 In their search for quick and easy answers to their questions, consumers are increasingly using LLMs over traditional search engines. This means that it is now more important for marketers to think about 𝐆𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐯𝐞 𝐄𝐧𝐠𝐢𝐧𝐞 𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐚𝐭𝐢𝐨𝐧 (GEO) vs traditional SEO.

💡 Consumers are increasingly 𝐫𝐞𝐥𝐢𝐚𝐧𝐭 𝐨𝐧 𝐀𝐈 𝐭𝐨 𝐜𝐮𝐫𝐚𝐭𝐞 𝐭𝐡𝐞𝐢𝐫 𝐝𝐞𝐜𝐢𝐬𝐢𝐨𝐧-𝐦𝐚𝐤𝐢𝐧𝐠 across a variety of categories. These categories range from ones traditionally associated with longer purchase cycles (e.g., financial services, education) to ones where they are open to fully delegate their decision-making to AI agents (e.g., CPG, travel).

💡 Consumers don't follow traditional moments of truth and are instead increasingly making their decisions based on the 𝐢𝐧𝐬𝐭𝐚𝐧𝐭 𝐦𝐨𝐦𝐞𝐧𝐭 𝐨𝐟 𝐭𝐫𝐮𝐭𝐡, where the whole funnel collapses from minutes, days, and months to sometimes mere seconds.

💡 Consumers are more likely 𝐭𝐨 𝐦𝐚𝐤𝐞 𝐮𝐧𝐩𝐥𝐚𝐧𝐧𝐞𝐝 𝐚𝐧𝐝 𝐢𝐦𝐩𝐮𝐥𝐬𝐞 𝐩𝐮𝐫𝐜𝐡𝐚𝐬𝐞𝐬, as with the amount of information they now have at hand, traditional purchase planning becomes extremely complex (due to both the amount of information and number of choices available). Hence, consumers are driven more by 𝐧𝐞𝐞𝐝 𝐬𝐭𝐚𝐭𝐞𝐬 rather than specific products and categories.

Which consumer trends driven by the evolving role of AI do you observe in your categories?

25/11/2025

𝐇𝐨𝐰 𝐜𝐚𝐧 𝐰𝐞 𝐞𝐧𝐬𝐮𝐫𝐞 𝐭𝐡𝐚𝐭 𝐀𝐈 𝐛𝐫𝐢𝐧𝐠𝐬 𝐫𝐞𝐚𝐥 𝐯𝐚𝐥𝐮𝐞? In my recent keynote at the Annual Marketing Edge Conference organized by American Marketing Association Houston, I shared recommendations with senior marketing leaders on how human-centricity enables effective AI deployments.

For this, I shared key highlights from my framework that consists of these key building blocks:

🌟 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐟𝐢𝐫𝐬𝐭: How to shift from shiny tools towards strategic gains

🌟 𝐓𝐡𝐞 𝐫𝐢𝐠𝐡𝐭 𝐬𝐤𝐢𝐥𝐥𝐬𝐞𝐭: How to ensure that data teams successfully combine right data skillset with strong business acumen

🌟 𝐌𝐢𝐧𝐝 𝐭𝐡𝐞 𝐠𝐚𝐩𝐬: What key questions marketing leaders need to ask to ensure that data used for building AI tools and solutions represents reality

🌟 𝐅𝐮𝐭𝐮𝐫𝐞 𝐩𝐫𝐨𝐨𝐟: What actions need to be taken to be prepared for change

Recently, Dr. Nadia Morozova shared her keynote at the Annual Marketing Edge Conference organized by the American Marketing Association, Houston chapter. Dur...

19/11/2025

We are extremely happy to see the paper that Nadia Morozova co-authored with two fantastic senior female leaders is finally live! In this paper, the authors bring expertise from data, technology and legal into one holistic framework on Responsible AI.

Check The European Business Review to learn more on:

🌟 How to enable the development and deployment of AI solutions in a way that contributes to building ethical AI culture

🌟 The main three stages of organizational involvement that enable the successful development and deployment of AI solutions

🌟 Why a human-centric approach plays a critical role in building and deploying AI

Learn how businesses can move beyond algorithms by using data effectively to enable smarter AI deployment and drive better decisions.

03/09/2025

𝗪𝗵𝗮𝘁 𝗮𝗿𝗲 𝘁𝗵𝗲 𝗸𝗲𝘆 𝗲𝗻𝗮𝗯𝗹𝗲𝗿𝘀 𝗼𝗳 𝗰𝗮𝗿𝗲𝗲𝗿 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝗶𝗻 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗶𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲?

Recently, Dr. Nadia Morozova connected with Amee Gil, a fantastic expert and leader in business intelligence, to discuss recent trends in the industry and key take-aways from her career journey in this field.

Listen to the highlights from this interview to learn more about:

🌟 how AI is driving a step change in analytics

🌟 the role of active listening in building a successful career in business intelligence
.. and more!

Thank you, Amee, for sharing your experience!

This conversation took place as a part of the course "𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐚 𝐬𝐮𝐜𝐜𝐞𝐬𝐬𝐟𝐮𝐥 𝐜𝐚𝐫𝐞𝐞𝐫 𝐢𝐧 𝐝𝐚𝐭𝐚", where you can find actionable career frameworks, inspiration from data leaders, and personal career stories. The link to the course is in the first comment of this post.

In my recent conversation with Amee Gil, we discussed how to build a successful career in business intelligence. Amee shared her thoughts on recent trends in...

29/08/2025

Recently Crispin Beale and I connected to discuss 𝐭𝐫𝐞𝐧𝐝𝐬 𝐢𝐧 𝐭𝐡𝐞 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲 𝐚𝐧𝐝 𝐡𝐨𝐰 𝐜𝐨𝐦𝐩𝐚𝐧𝐢𝐞𝐬 𝐜𝐚𝐧 𝐭𝐮𝐫𝐧 𝐭𝐡𝐞𝐢𝐫 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐢𝐧𝐭𝐨 𝐚 𝐭𝐫𝐮𝐥𝐲 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯𝐚𝐧𝐭𝐚𝐠𝐞 𝐢𝐧 𝐭𝐡𝐞 𝐚𝐠𝐞 𝐨𝐟 𝐀𝐈.

Read the whole interview below to learn more about:
🌟 What makes me passionate about 𝐛𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐛𝐫𝐢𝐝𝐠𝐞𝐬 𝐛𝐞𝐭𝐰𝐞𝐞𝐧 𝐚𝐜𝐚𝐝𝐞𝐦𝐢𝐜 𝐚𝐧𝐝 𝐚𝐩𝐩𝐥𝐢𝐞𝐝 𝐜𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡, and how Enriched Insights enables me to follow this mission.

🌟 Key highlights from my presentations during the Davos World Economic Forum this year, and what recommendations I provide to companies that are going through their 𝐀𝐈 𝐭𝐫𝐚𝐧𝐬𝐟𝐨𝐫𝐦𝐚𝐭𝐢𝐨𝐧𝐬 right now.

🌟 What 𝐮𝐧𝐢𝐪𝐮𝐞 𝐯𝐚𝐥𝐮𝐞 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐥𝐞𝐚𝐝𝐞𝐫𝐬 can bring to organizations on their AI transformation journeys
... and more.

Thank you again to Insight250 and ESOMAR for the very special recognition of my work and contribution to the industry.

https://researchworld.com/articles/understanding-the-insights-of-consumer-decisions

This edition highlights Dr. Nadia Morozova - the Chief Analytics and Insights Officer at Enriched Insights, which she founded to apply her PhD research in Behavioral Science.

30/06/2025

In my recent conversation with Dr. Ali Malek we discussed how to build a successful career in data science. Ali shared his thoughts on the recent trends in the industry, what the key career success factors are, and whether you need to have a PhD to work in data science.

This conversation took place as a part of my course "𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐚 𝐬𝐮𝐜𝐜𝐞𝐬𝐬𝐟𝐮𝐥 𝐜𝐚𝐫𝐞𝐞𝐫 𝐢𝐧 𝐝𝐚𝐭𝐚", where you can find actionable career frameworks, inspiration from data leaders, and my personal career stories.

In my recent conversation with Dr. Ali Malek, we discussed how to build a successful career in data science. Ali shared his thoughts on recent trends in the ...