How Artificial Intelligence Can Improve Market Research

Artificial intelligence (AI) has increasingly been in the news as a technology that will radically change the world around us. Autonomous vehicles, virtual assistants and medical diagnostic systems are just some AI-based services that will alter how we live. However, whether the impact of these changes will all be positive is an open question. To that point, some individuals focus on the efficiencies and insights that AI will produce, while others are more concerned with a loss of control, a vulnerability to meddling and the loss of jobs that might result. With the potential ramifications AI presents across all industries and fields, what are the implications for market research? Specifically, will AI serve as a competitor and undermine the need for specific research services and tasks?