n this episode of How We Agent, Ani sits down with Sandy, founder and owner of DXagency and DXculture. Sandy has spent more than three decades in marketing and advertising, including roles at Lifetime, Fuse TV, Nickelodeon and Sci Fi Channel, and has run DX since 2009.
Sandy explains how her team built a synthetic audience platform with Lyzr. It’s a closed-loop system of AI agents that act as real-time focus groups, combining authentic data with social sentiment to predict how real consumers will react.
The conversation covers multicultural marketing, why general-purpose LLMs fall short for audience research, synthetic focus groups, product and pricing testing, getting access to first-party data, and why curiosity matters more than ever for founders.
Whether you’re a marketer, an agency leader or a founder building with AI agents, this episode shows how synthetic audiences are changing the way brands understand their customers.