The Growing Potential of AI-Enabled Market Research
AI-driven tools are revolutionizing market research by offering a multitude of advantages that enhance efficiency, accuracy, and depth of insights—from enhanced data collection and processing to deeper and faster insights, to improved accuracy and agility, to cost effective scalability and more.
In Harvard Business Review’s article, “How Gen AI is Transforming Market Research,” the authors (Jeremy Korst, Stefano Puntoni, and Olivier Toubia) look at just where the most promising opportunities to leverage AI might arise, from marketing and customer service to content creation. But market research by far offers a compelling Gen AI use case scenario.
HBR writes, “After spending two years studying the technology’s use [in market research], two professors believe that gen AI offers firms unprecedented opportunities to understand customers, better assess the competitive environment, and push data-driven decision-making deep into their organizations. These fall into four categories: supporting current practices for collecting data and generating insights by making them faster, cheaper, or easier to scale up; replacing current practices by leveraging synthetic data (artificially generated data that mimics real people’s behaviors and preferences); filling existing gaps in market understanding by obtaining insights and evidence that aren’t available in conventional data; and creating new types of data and insights (often with the use of digital twins). Gen AI does have limitations and risks, of course, and as marketers harness it, they’ll need to keep that in mind, being sure to ground their strategies in fairness, accuracy, and genuine customer insight.”
Applying AI Systems to Market Research
At the AI in Action Summit during TMRE 2025, Eli Moore, Senior Director, Consumer and Brand Analytics at The Coca-Cola Company, will hold the session, “Workshop: From Data to Decisions: How AI is Transforming Market Research.”
AI is revolutionizing market research, but how do you harness it to drive real business impact? In this hands-on workshop, we’ll explore how companies and their suppliers can leverage AI—ranging from simple applications to advanced agentic AI systems that act with greater autonomy to streamline research, generate insights, and enhance decision-making.
In this workshop, Moore will share real-world examples of how they’ve applied AI (including ChatGPT and GPT APIs) to support their global consumer tracker and develop a knowledgeable and data-savvy AI chatbot. From basic brainstorming research briefs to advanced automation of data analysis and insights, you’ll see how AI can enhance every step of the research process. Topics include:
- ChatGPT for Research & Planning – Structuring research briefs, articulating objectives, and generating clear action plans.
- GPT APIs for Insights – Creating automated data summaries, scoring vendor proposals, and dynamically generating PowerPoint presentations.
- Agentic AI for Market Research – Exploring AI-driven workflows that proactively analyze, synthesize, and recommend insights without manual prompting.
- AI-Powered Chatbots – Building interactive tools to help teams access insights faster.
- AI for Analysts & Programmers – Writing Python, DAX, and SQL with AI assistance.
Whether you’re new to AI or already experimenting with it, this workshop will provide practical strategies, inspirations, and ideas to integrate AI into your research workflows and decision-making processes—moving beyond automation to more intelligent, agentic solutions.
AI-Driven Insights Solutions
All Things Insights and All Things Innovation recently introduced the AI-Driven Innovation & Insights Solutions Showcase, 2025. Innovation and insights executives have been asking for a one-stop-shop for the myriad AI-Driven Solutions available.
The advancements in artificial intelligence over the past few years have resulted in a wide range of agency, consultancy and vendor-related AI tools and technologies designed to speed insights and innovation processes, hone data science and analytics, and pinpoint more precise research methods. These range from market research-driven tools to innovation-specific frameworks and everything in between.
Bringing Deeper Human Insights to the Equation
In essence, AI-driven tools empower market researchers to be more efficient, accurate, and insightful, ultimately leading to better-informed business decisions and a stronger competitive edge. More changes might be in store as agentic AI models are developed. Of course, there are limitations, such as bias, which can be mitigated by human supervision and interaction with these systems.
Of the market research potential, HBR’s authors note, “When properly deployed, the technology offers firms unprecedented opportunities to understand and engage with customers, better assess the competitive environment, and extend data-driven decision-making deep into their organizations.”
With the possibility of deeper insights, even through artificial means, HBR concludes by noting that it could ultimately provide deeper understanding of humanity: “As we navigate the future of marketing in the era of gen AI and synthetic data, the marketing community will need to proceed with a balanced and informed perspective. By doing so, we can harness the power of these remarkable tools and technologies while ensuring that our strategies are grounded in fairness, accuracy, and genuine customer insight.”
Video courtesy of Bloomfire
