Artificial intelligence in market research: what can it do?

According to Josh Sutton, chief executive at Agorai: "Artificial intelligence (AI) solutions are producing insights in seconds that used to take teams of people days or even weeks to produce. Early adopters are seeing financial benefits already." The main metrics for success are a reduction in insight time, followed by decreases in labour demands and overall expense. Mr Sutton adds: "McKinsey recently produced a report which states that over the next decade, early adopters of AI will dramatically outperform followers and laggards." "We are now at a point in time that is reminiscent of the mid-1990s, when the early winners of the internet were those who identified opportunities and experimented to address business problems," says Chris Duffey, strategic development manager at Adobe and author of Superhuman Innovation.