How AI is transforming consumer insights

Excerpt from a recent MediaPost story by David Stanton of The Marketing Solver

Is artificial intelligence (AI) the solution to all of our consumer insight problems?

Is it a semi-reliable “direct report” that can just take on a few basic tasks? 'Or is AI a merchant in “snake oil” that should be approached with caution -- perhaps avoided completely?

All three points of view were on display last week at the annual IIEX (Insight Innovation Exchange) event, held in Washington D.C. for the first time this year.

A few years ago, AI was just a blip on the research horizon. But at this year’s Greenbook-hosted event, some presenters felt a need to apologize if they did not focus on AI -- and sessions with those two letters in their titles invariably drew bigger crowds.

In my decidedly non-representative sample of presentations and conversations, IIEX 2025 -- an event that was well organized, comprehensive, and congenial -- seemed to show an industry at a crossroads. 

Read the full story at the MediaPost site