Abstract:

The insight industry faces an existential threat from AI

Until now, technological advancements have primarily enhanced the industry, making tasks simpler, faster and more efficient. Progressions from face-to-face to telephone interviewing and online research have revolutionised market research without threatening the core essence of the industry. However, AI is different. It is a powerful and unique technology capable of replacing higher-order intellectual tasks traditionally performed by knowledge professionals, including those in the insight industry. In this dramatically different AI era, the insight industry must identify and present to the world a core unifying idea that clearly demonstrates its value. This idea needs to resonate with everyone in the industry and showcase how insight professionals will work alongside AI, using exciting new concepts and frameworks, to provide solutions that AI alone cannot achieve.