What happens when you give ChatGPT a mood board and ask it to interpret the person behind it? At FMI, we ran this revealing experiment.
The results? Surprisingly accurate.
To test this, one of our managers shared their personal Pinterest mood boards with ChatGPT and asked, “What can you tell me about this person from their pins and mood boards?”
ChaptGPT not only described the visuals, but it also used them to reconstruct a detailed identity of our manager. From a set of saved Pinterest boards, ChatGPT pieced together information you would normally find through a detailed consumer interview.
It successfully estimated that this person is in their early 20s, studying business with a marketing focus, considering alternative career paths such as fashion, and even where they hope to travel.
The model pulled this off by reading subtle patterns in the curated design textures, colour palettes, fashion influences, and travel inspirations. By analyzing repeated visual cues, the model was able to construct a detailed psychographic profile.
Mood boards have always been used as creative tools. But with AI, they can become a visual map of consumer identity formation. They reveal aspirations people do not verbalize, and influences which consumers do not realize they are following.
As AI models get better at interpreting visuals, mood boards can become powerful sources of psychographic insight, showing who a consumer is becoming.