Sonny Sethi

Senior Director, Marketing Research, Zip Co

Sonny Sethi is a seasoned customer insights leader, advisor, and AI strategist with over 22 years of global experience spanning Australia, NZ, North America, Europe, and Asia. Currently Senior Director of Marketing Research at Zip Co, Sonny leads insights across Marketing, Strategy, Product, Design, Ux, Ex and Cx - and is a founding member of the company’s AI Council. In this role, he has spearheaded the integration of Generative AI into research and marketing workflows, launched Digital Twin pilots, and authored internal AI policies focused on safe and responsible use. 

Sonny is also an investor-advisor, supporting start-ups, founders and small business owners with insights-led decision-making.

Over his career, Sonny delivered more than 1,500 research projects on a variety of topics like Brand Health, Messaging, GTM strategy, Segmentation, Loyalty, Campaign testing, Pricing, Concept testing, Customer Journey mapping and Voice of Customer programs - these were completed for some of the world’s most recognised brands including Uber & Uber Eats, Zip, Foxtel, Tabcorp, Kelloggs, Nestle, Optus, Telstra, NRMA, Blackmores and research houses like ACNielsen and Ipsos. His work blends behavioural science, data storytelling, and AI to influence business outcomes at scale. He is also a regular contributor to the research community through AI policy co-authorship, reviewing AI papers, judging panels, and thought leadership publications.

A passionate advocate for insights-led innovation, Sonny believes in the power of research to simplify complexity and shift organisations towards being #customerfirst.