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When to use generative AI for consumer research

The role of generative AI (genAI) in research is to empower and complement insights professionals, not replace them.

While it’s important to have clarity on how genAI influences the research process, the key lies in applying it strategically and to mitigate biases.

This report helps consumer insights professionals and other B2C marketing executives understand the role that genAI plays in consumer research and how to use it as a tool to surface the strongest insights.

In this report, you'll

  • The key benefits of using genAI for researchers
  • Tips for determining the right projects and moments to use genAI
  • Potential pitfalls of genAI and where it necessitates human oversights

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