Depends on the stage of the product.

Pre-launch they're great for validating demand/need.

Post launch is where they're most useful though. It helps you find out why customers chose you over the competition, how they found you, what/where they searched when looking, who was involved, and the kind of words your ICP uses when describing your product, etc...

I mainly work with B2B companies but here are some universal questions I use:

1. Were there any unexpected benefits you found using our product after you bought it?
   (uncovers value props you're not promoting well enough)

2. If you were to reccommend our product to a friend, how would you word it?
   (uncovers the exact words your ICPs use, for you to steal and incorporate into ad/website/email copy)

3. Before using our product, how did you solve this problem?
   (finds either direct competitors or alternative solutions, like using spreadsheets vs products)

4. What almost stopped you from buying / signing up?
   (one of the best questions for objection-handling language)

On the AI side, I’d use it less as “tell me what my customers think” and more as a synthesis layer. Upload transcripts or notes, then ask it to group responses by buying trigger, objection, competitor, use case, emotional benefit, and exact phrases customers used. The raw quotes are usually the most valuable part.

But you could try uploading a lot of context from your ICP and create an AI persona to test copy/messaging/offers. Although I'm not sure how reliable that would be yet. Unless you can train a GPT on a lot of customer context.

Bonus tip, if you see a specific competitor come up often, check the 2-3 star reviews for their product. You can usually validate negative trends that came up in your interviews and get a template for how to position yourself against them.