Remove the ‘drudge work’: How is AI changing market research?
AI: Beyond the Hype. Generative AI has the ability to transform market research, removing menial, time-consuming tasks. But tools need to be briefed “rigorously and comprehensively”, and results must still be “validated and interpreted by qualified humans”.
Like just about every industry, generative AI has the potential to completely disrupt how market research is conducted. But just how is it being used by brands and what are the benefits – and limitations? Is it another passing phase, wrapped up in hyperbole, or will it define the future?
In the latest article of Marketing Week’s AI: Beyond the Hype series, supported by Publicis Media, we look to understand how market research is evolving thanks to the introduction of generative AI and what that means for marketers.
