How Gen AI Is Transforming Market Research – Harvard Business Review

A guide to the most promising opportunities. by Jeremy Korst, Stefano Puntoni and Olivier Toubia
Among all the managerial functions, marketing is likely to be the one that’s most disrupted by generative AI. Recognizing the technology’s potential, academics and practitioners alike have been investigating new ways to apply it to customer service and content creation for some time now, but recently the business world has started paying attention to the impact it could have on other marketing activities. The most exciting of these is market research, the processes by which firms gather data and generate insights about customers and competitors.
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