Analytics Leaders Discuss the Potential of Generative AI at Mixpanel’s EMEA Customer Forum

July 9, 2023

Key Takeaways:

  • Mixpanel’s EMEA Customer Forum focused on the potential of generative AI for product analytics, with speakers from leading companies like AT&T, Wise, eToro, Superplay, and Playtech sharing insights.
  • Generative AI has the potential to revolutionize product analytics by enabling natural language queries and generating visual representations of data without manual query building.
  • The integration of generative AI into analytics tools can make data insights readily available to all team members, fostering a data-driven culture across the organization.
  • By leveraging generative AI, companies can identify anomalies and blind spots in datasets more effectively, enabling proactive measures and more accurate analysis.


Mixpanel, the event analytics pioneer, recently held its annual EMEA Customer Forum in London. The event brought together over 100 product and analytics leaders from top digital innovators to exchange ideas, share best practices, and learn from peers who have utilized event analytics to build exceptional digital products. A key theme of the forum was the potential of generative AI in product analytics.

The Role of Generative AI in Product Analytics

Speakers from companies including AT&T, Wise, eToro, Superplay, and Playtech discussed the transformative role that generative AI can play in product analytics. Traditionally, analytics leaders had to prepare queries or use modern workflows like Mixpanel to extract insights from datasets. However, with generative AI, analytics leaders anticipate being able to interact with AI through natural language queries, obtaining fast answers from their product data. This approach eliminates the need to manually build queries and enables the creation of meaningful visual representations of data, such as charts and dashboards.

Hazal Muhtar, Head of Global Product Analytics at Wise, emphasized the importance of empowering colleagues with analytics tools. In effective digital companies, analyzing and interpreting data extends beyond data scientists, and generative AI can enable individuals without a data background to ask questions and gain insights.

The experts also highlighted how generative AI can help identify anomalies and blind spots in datasets that may be challenging to detect using manual methods. By leveraging generative AI, companies can proactively address emerging anomalies and improve the efficiency and accuracy of their analysis.

The Benefits of Integrating Generative AI

Integrating generative AI into analytics tools can democratize data insights within organizations. All team members, regardless of their technical expertise, can access and interpret data, fostering a data-driven culture. The integration of generative AI allows for more discussions, problem-solving, and decision-making processes grounded in data insights. Companies can unlock the potential of their entire workforce to ask questions and leverage data for better decision-making.

Caution and Considerations

While the potential of generative AI in product analytics is promising, some caution is necessary. Paolo Sabatinelli, Chief Product Officer at, emphasized the importance of checks and balances. It is crucial to have data-savvy individuals overseeing the process and double-checking the AI’s work to avoid unintentional mistakes. AI’s accuracy may vary, necessitating human expertise to validate and ensure the reliability of insights.

About Event Analytics

Event analytics involves capturing every action (or event) that users perform within a digital product, providing a granular view of user behavior and allowing companies to understand how different user groups interact with their products. Mixpanel offers real-time charts and visualizations to analyze user behavior and the impact on revenue. This approach is faster than traditional Business Intelligence (BI) tools and provides insights into user behavior and experiences.

About Mixpanel

Mixpanel is an event analytics platform that empowers businesses to gain valuable insights from customer and revenue data. With powerful real-time charts and visualizations, Mixpanel enables companies to understand how people interact with their digital products. Regardless of technical expertise, users can focus on what’s working, identify areas for improvement, and make data-driven decisions. Visit for more information.

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