Sarah Kling recounts her first encounter with internal AI tools that transformed days of analysis into seconds of work. She says this efficiency allows her team to scale research across international markets like Fire TV and tablets at a fraction of traditional costs. However, Sarah cautions that speed should not come at the expense of quality. She emphasizes the concept of the thinking cave where researchers give data space to breathe to avoid producing flattened insights.

The conversation covers the risks of AI hallucinations and explains why researchers must act as stewards of truth by verifying every output. Sarah also addresses the unique privacy challenges of generative AI compared to social media. She describes it as a black box where consumers feel a loss of control. Looking toward the future, she anticipates a move toward interlinked workflows where bespoke tools integrate securely with internal data. A progression that requires a beginner’s mind and a commitment to the craft of discernment that machines cannot replicate.

Sarah Kling is a Senior UX Researcher and Global Insights Lead for Amazon Devices. She has spent two decades building research programs for startups and global technology leaders. At Amazon, she leads apps and games research for Fire TV and tablets, reaching hundreds of millions of users. Her current focus involves the strategic implementation of AI to accelerate global insights while maintaining human judgment.