In this episode of the AlchemistX Innovators Inside Podcast, host Ian Bergman interviews Myrna Bittner, the CEO and founder of RUNWITHIT Synthetics. Based in Edmonton, Alberta, Myrna and her team are pioneering synthetic environments to model and predict complex systems, providing a new way to approach innovation and planning.
Myrna introduces the concept of synthetic environments, which go beyond traditional digital twins. Unlike digital twins, which focus on current operational data, synthetic environments allow for the simulation of hypothetical scenarios and future events. This approach integrates diverse data sources to create living models that can predict and measure outcomes of future events. This innovative methodology provides organizations and communities with a powerful tool to plan and make decisions with greater foresight and adaptability.
One of the core strengths of RUNWITHIT Synthetics' approach is its ability to synthesize data from various sources—ranging from historical data, local expertise, and current surveys to psychographics. By creating context-aware and responsive models, they produce data that helps understand and predict events that might otherwise be impossible to foresee. This capability is crucial for making informed decisions in complex and uncertain environments, offering a significant advantage over traditional data analysis methods.
A notable example discussed in the podcast is the simulation of the economic impact of reopening international flights during the COVID-19 pandemic. RUNWITHIT Synthetics modeled various scenarios to help secure funding for maintaining and expanding flight routes. This case study highlights the practical application and real-world impact of their technology, demonstrating how synthetic environments can be used to address pressing issues and support strategic planning and investment decisions.
Myrna emphasizes the importance of building trust with clients through explainability and participation. Everything they do is fully explainable, and clients are invited to contribute to the forecasts, research, and scenarios. This collaborative approach ensures that the models are fit for purpose and meet the clients' specific needs. By involving clients in the process, RUNWITHIT Synthetics fosters a deeper understanding and trust in the synthetic models, making the data more actionable and reliable.
Looking ahead, Myrna envisions the convergence of expertise, information, and technology to create more inclusive and accessible synthetic environments. She discusses the potential for these tools to address significant global challenges, such as climate migration and sustainable community development. By connecting brilliant models and sharing intelligence, synthetic environments can help decision-makers at all levels—from local communities to global organizations—plan for a rapidly changing world.
This episode of the AlchemistX Innovators Inside Podcast sheds light on the transformative potential of synthetic environments in driving innovation and strategic planning. Myrna Bittner's insights into data synthesis, real-world applications, and the future of synthetic modeling provide a compelling case for adopting these advanced tools. As we navigate an increasingly complex and dynamic world, the ability to model and predict future scenarios will be essential for sustainable development and resilient communities.
Tune in to the full episode to learn more about how RUNWITHIT Synthetics is redefining the boundaries of innovation and helping leaders craft a better future.
🎙️ Introduction to Myrna Bittner and RUNWITHIT Synthetics (00:00:00)
🌐 Synthetic Intelligence vs. Artificial Intelligence (00:02:26)
🚀 Expansion to City Simulations (00:04:02)
🔍 Differentiating from Digital Twins (00:05:11)
📊 Modeling Outcomes and Future Scenarios (00:07:19)
✈️ Project Highlight: Impact of International Flights during COVID-19 (00:09:46)
📈 Building Trust and Telling Stories (00:13:54)
🏭 Impact of Data Centers on Communities (00:18:17)
🔄 Changing Behaviors and Decision-Making with Synthetic Data (00:20:19)
🤝 Collaborative and Informed Discussions (00:23:54)
🔍 New Lenses for Community Planning (00:25:23)
📚 Learning from Case Studies and References (00:27:57)
🔄 Balancing Control and Collaboration (00:29:30)
💡 Advice for Using Synthetic Data (00:30:09)
🌟 Exploring the Potential of Synthetic Models (00:32:40)
💼 Intersection of Technology and Policy (00:34:09)
🔮 Future Directions for Synthetic Data (00:37:58)
🌍 Global Collaboration and Accessibility (00:39:36)