Just what will come next when it comes to AI? Market researchers have certainly seen some impact in their everyday job functions. When it comes to automation, efficiency, and speed, AI is shaping workflows and influencing technology and leadership initiatives. But when it comes to the issue of quality, it depends on your perspective, specific experiences and perhaps even just which AI platform is being used at any given time. Simple, right?
Questions to Ask in 2026
The future is hardly a straightforward path when it comes to AI. There are a lot of opinions about whether it’s a helpful or harmful tool. Yet the market research community seems levelheaded about just what AI can do, and just where human insights and supervision are needed, during this transformational era.
In the World Economic Forum’s “AI paradoxes: 5 contradictions to watch in 2026 and why AI’s future isn’t straightforward,” the article looks at how the future isn’t a straight line when it comes to AI. There could be many paths ahead and the impact may be specific to market research or other fields.
Still, the human element comes into play as we navigate changing times. “As expectations race ahead of reality, the technology’s future may depend as much on human idiosyncrasies and human agency as on technical, geoeconomic or market factors,” says the World Economic Forum, which details five key questions about AI’s growth:
- Will AI take our jobs or give us new ones? The World Economic Forum’s 2025 Future of Jobs Report highlights demand for new roles, many of which call for skills unique to humans. And, for now at least, economic growth still seems to need big, human ideas. Ironically, the need for human-centered skills is rising as AI grows. Analytical thinking is the most sought-after core skill among employers, with seven out of 10 companies considering it as essential. This is followed by resilience, flexibility and agility, along with leadership and social influence.
- Is AI productivity creating extra work? Thanks to the speed at which AI is developing, it might seem reasonable to expect to feel its benefits at a similar pace. Yet companies that adopt AI often experience initial productivity losses. This is known as the productivity paradox. But this dip is then followed by stronger business outcomes over the longer term as AI replaces legacy systems and as humans monitor and evaluate these systems.
- Will ‘AI slop’ put a premium on human-crafted content? AI has become adept at creating text that is indistinguishable from humans. Perhaps quantity is winning out over quality? At best this will mean a proliferation of bland, mediocre content, or ‘AI slop’. At worst, the result is a surge of false or misleading content. The number of deepfakes shared on content platforms is a growing concern. But trust may eventually win over the marketplace. Authenticity, accountability, and human oversight may become what helps reliable information stand out.
- Will the AI generation be the lost generation? Many in Gen Z are using the technology, with 47% telling one U.S. survey they use generative AI weekly. Yet, 41% say they feel anxious about the technology, and almost half are concerned it will harm their ability to think critically. This leaves young people caught in a familiar bind: expected to arrive “AI-ready”, yet with fewer opportunities to learn on the job.
- Will AI solutions meet AI’s energy needs? AI’s energy footprint is a significant challenge. By 2035, data centers in the U.S. alone could account for 8.6% of total electricity use. But the paradox is that AI could help create a more adaptive, resilient and equitable energy system, rather than simply adding to power consumption. Its growth is also an incentive for tech firms to invest in clean, reliable power.
Getting the Most Out of AI Adoption
TMRE @ Home will include the panel, “Hype or Impact? The Blueprint for Meaningful AI Adoption.” Cut through the noise and uncover where AI truly delivers value versus empty buzzwords. This panel will explore common adoption pitfalls, the pros and cons of building, buying, or partnering, and what real success looks like through ROI, time saved, and quality gains. Hear firsthand lessons and what experts wish they knew before starting their AI journey.
The panel includes Lisa Courtade, AVP, Global Business Insights & Analytics, Organon; Stephen Santiago, Vice President, Brand Measurement & Insights, JPMorgan Chase & Co.; and Christine Moeller, AI Transformation Lead, eBay.
Click here for more information about TMRE @ Home.
The Reality Check
AI has powerful capabilities that are shaping and evolving market research and other fields, such as healthcare. Some discussions about AI and the future remain existential. Yet there are trade-offs in reality that range from social inequality, energy and infrastructure demand, and shifting job markets that are impacting the marketplace.
So just what remains true of this so-called “bubble,” the hype or the reality? Well, it could be a little of both depending on your point of view. Specific fields such as automation, customer service, and market research are witnessing high-stakes impact, while other areas may indeed be over-hyped and generating “slop.” The reality check is that many companies are finding that AI is not a full-team replacement, realizing AI lacks human-level creativity and contextual understanding.
As the World Economic Forum notes, “There is much talk of an AI bubble as the world anxiously watches the global economy, with unprecedented spending on AI infrastructure, but the enthusiasm to adopt AI and get ahead in the AI race remains an almost universally shared priority for 2026.”
The race is on.
Video: “AI Hype vs. AI Impact – Where Leaders Should Focus Now,” courtesy of Kotter International.
