On the 5th–6th November, the Bolt team was in Berlin for MRMW EU 2025, joining researchers, brands and tech leaders from around the world to explore where the future of insights is headed.
Among the standout sessions was a joint presentation from BSH and Bolt Insight, examining how AI is reshaping our relationship with the home and what that means for brands designing the next generation of domestic technology.
Exploring AI’s Role in the Modern Home
Deniz Akyurt, Regional Head of Consumer Research and Brand Intelligence (Region Emerging Markets)​ at BSH, joined our CEO & Co-Founder Hakan Yurdakul, to explore how consumers are responding to AI as it enters the most personal space of all…the home.
Their session drew on a multi-country, AI-moderated study across Türkiye, Egypt, India and Vietnam. Through 40 one-on-one interviews using text, audio, video and image-based responses, the research uncovered where AI chatbots have the greatest impact, from managing daily chores to guiding appliance use and how these shifts vary by market, mindset and cultural context.
From Insights to Foresight
To deepen the analysis, the BSH team used BoltChatAI’s Meta-Analysis and Dynamic Persona tools.
Meta-Analysis enabled fast comparisons across markets, surfacing key differences in how AI is being embraced or challenged in the home appliance journey.
Dynamic Personas added a predictive layer, showing how different demographics might respond as appliances become more autonomous and helping brands explore the ‘what ifs’ of future product scenarios.
Couldn’t Join Us Live?
We’ve captured the full session for you to watch on demand!
Shaping What’s Next
Thank you to everyone who joined us at MRMW EU 2025. As always, the event brought together some of the sharpest thinking in our industry…a reminder of what makes events like this matter: open conversations, real challenges and new ways of thinking.
Want to explore how BoltChatAI can support your next wave of insight work? Click ‘Book a Demo’ in the top right to connect with the team.
