Bringing a Segmentation to Life with AI
The Opportunity
The market for continuous glucose monitors (CGMs) was evolving fast. Once used mostly by insulin-dependent diabetics, CGMs were gaining traction in the mainstream—driven by influencers and the “quantified self” movement. Dexcom aimed to lead this shift with Stelo, a prescription-free CGM. Designed for adults with type 2 diabetes, Dexcom hoped it could also reach the 90.7 million Americans with prediabetes. To explore that potential, Dexcom partnered with Vital Findings to develop a breakthrough segmentation.
Our Approach
Together, Dexcom and Vital Findings developed a robust quantitative segmentation, then used AI to bring it to life at speed and scale. AI revealed media habits. Vivid, photorealistic personas came from Midjourney. AI videos introduced each segment. Custom chatbots let teams “talk” to them directly. The impact was immediate. Leadership called it “mind-blowing.”
Our Impact
The AI-driven segmentation for Stelo was unlike anything Dexcom had done before. The marketing team said that the depth of the segments, the realism of the AI-generated visuals, and the ability to see the same segment in different lifestyle contexts—like riding a Peloton or finger pricking—made the data feel alive. The segment Spotify playlists we developed were a fun and surprisingly effective way for them to connect with each segment emotionally. The work won the 2025 Quirks Marketing Research & Insights Excellence Award for Best Healthcare/Pharmaceutical Research Project.
“The segmentation directly influenced and helped inform our Stelo strategy – guiding us with audience prioritization and messaging refinement – and allowed us to move with confidence and agility when it came to media planning. This wasn’t just a research deliverable—it was a strategic accelerator. The speed and clarity it brought made a measurable difference.” – Senior DTC Marketing Manager, Stelo by Dexcom