The report highlights the growing importance of AI-powered consumer insights in market research and customer understanding. AI platforms can harness data from multiple sources and apply advanced algorithms to uncover predictive insights, such as search, survey, and more. The report suggests that the future of consumer understanding is driven by science, know-how, and technology, and that the teams managing data are often students or early-stage professionals. AI-powered consumer intelligence can support users in a growing number of roles across brand, strategy, and product teams. Social media is a gold mine of innovation opportunities, and AI can help brands make sense of the vast amounts of data available. The report also suggests that as AI goes mainstream, organizations should pick their path to AI-based on their organizational maturity and key use cases.
