In this candid conversation, Molly O’Shaughnessy, CEO of EMC Research and Julie Sweet, AAPC’s Director of Advocacy & Industry Relations, explore how AI and advanced modeling are being used in political research today, where humans remain essential, and what consultants should understand before putting these tools to work. Drawing on real-world examples, including EMC’s work developing California electoral personas, their conversation gets into what AI can reveal that traditional crosstabs may miss, and where its limitations become important.