Research World (September 2018)

Date of publication: September 1, 2018

Catalogue: Research World 2018

Author: ESOMAR B.V.


The combination of Artificial Intelligence and Machine Learning is being called ‘The Fourth Era of Computing’. While worries understandably persist that the advance of broadly-labeled ‘automation’ will lead to job losses in many parts of the insights community, it is also being forcibly argued that it will also result in new and different jobs and roles being created, as well as freeing up of more time and resources to spend on interpretation, synthesis and story-telling. History supports this contention to a large extent, with every major technological leap forward eventually creating more opportunity than the legacy value it destroys.

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