AI Search
by Jeremy Korst, Stefano Puntoni and Olivier Toubia
Custom market research has always been notoriously slow and costly to conduct, often requiring many months and significant investments. As a result, marketers have made many strategic decisions without the benefit of timely external insights. But as we argued in our recent HBR article, “How Gen AI is Transforming Market Research,” gen AI is transforming the collection, creation, and analysis of consumer and market insights—the lifeblood of strategic marketing. We’re not alone in making that argument: Since our article’s publication, for example, both Andreesen Horowitz and Foundation Capital have published investment theses predicting that gen AI will dramatically transform the $140 billion global market-research industry.
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