Sawtooth A&I Summit 2024: Explore the latest innovations in choice...
Join us at the Sawtooth Software A&I Summit 2024 to delve into the latest innovations in choice modeling, conjoint analysis techniques...
Artificial intelligence is already redefining the norms of data collection and analysis. The technology is surely critical to the continued success of research professionals in delivering precise and actionable insights.
However, what’s possible now? How and where can you tap into the power of AI to enhance research outcomes this year?
In a recent webinar, SKIM’s AI expert Nino Hardt and FMCG Director Jessica Rainalter revealed six real-world examples of AI in practice across market research.
Read on for a recap of the webinar. Learn how AI is already helping insights professionals boost creativity, improve quality and drive efficiency – today.
AI’s dynamism brings both excitement and caution. As an example, consider an experiment conducted by the Boston Consulting Group, where groups using AI tools tended to accept misleading outputs, resulting in a 23% decline in performance. This cautionary tale highlights the importance of well-planned AI applications and the need for a nuanced understanding of opportunities and limitations.
As insights professionals we also have an ethical responsibility here. We must keep in mind the general bias, the risk of fake responses, and the importance of human validation for AI-generated outputs. AI models need to be trained on representative data, and that biases are actively identified and mitigated to uphold fairness and inclusivity.
SKIM’s in-house AI team is exploring applications of artificial intelligence with diverse objectives across research. From initial inputs, through analysis and reporting, we are already using or piloting AI to improve outcomes. For example:
These examples represent just the tip of the iceberg in terms of AI’s capacity to drive more profound and actionable insights. But it’s also crucial to consider both the opportunities and limitations of AI, ensuring its ethical and effective use in research.
Would you like to learn more about how you can incorporate AI in your day-to-day research activities? Watch our on-demand webinar “Using AI to boost creativity, quality, and efficiency: 6 Real-World Applications for Insights Professionals’.