We built an AI that answers questions about your data. Then we deliberately made it dumber.

Pointing AI at your analytics data is easy. Getting answers you can trust from it is a different problem entirely. Join Zac Nash, Fresh Egg's Data Engineering Director, as he shares the real story of building Inspectre, the agency's own AI analytics agent, including why the team deliberately made it dumber. You'll hear why context goes stale faster than you'd think, and why the most trusted part of the tool has no AI in it at all.

Walk away with a practical view of what trustworthy AI analytics actually takes, and why it makes good analysts harder to replace, not easier.

Session info

• When: 28 October 10:30 - 11: 30 am

• With: Zac Nash

• Format: Webinar

Zac will share:

Why we built it, and how we broke it

• The questions a dashboard can’t answer

• Why analysts had no time to ask them

• A first build that demoed beautifully

• How well-meant fixes made it dumber

What actually made it work

• Why the fix was knowledge, not architecture

• What an AI needs to know about your data

• Why static context is dead

• Adding is easy. Who removes?

Trust, rollout and next steps

• Keeping raw data inside the warehouse

• Red lines, and when AI should push back

• Why the best part has no AI in it

• Rolling out at the speed of trust

• Turn on the GA4 BigQuery export today

• Write down your definitions and owners

Live Q&A

• Put your questions to Zac

What You’ll Take Away

Attendees should leave understanding:

• Why the model is rarely the hard part

• Which questions AI analytics is for

• Why static context is dead

• Why asking an AI to be careful fails

• Why good analysts get harder to replace

In this session you'll learn how to:

• Spot where AI analytics earns its place

• Set red lines for what AI must never do

• Ask questions that don’t lead the answer

• Keep your AI’s context current

• Roll AI out at the speed of trust

• Take the first two steps this week

Save your seat

Can't make it live? Register anyway and we'll send you the recording.

Who should watch this session?

If you work in any of these roles or similar, this session's for you.

• Head of Data / Head of Analytics

• Head of Digital / Digital Director

• Marketing Director / CMO

• Head of Marketing - and similar roles

Your session expert

Zac Nash, Data Engineering Director, Fresh Egg

Zac leads data engineering at Fresh Egg, where he's spent the past three years building the agency's technical foundations — Inspectre included. Before that, he worked as a data science consultant, building customer segmentation and marketing mix models for brands across sectors.