How Gen AI Is Reshaping Marketing Research: Insights from GBK Collective’s Latest Study
About the Report:
Generative AI (Gen AI) continues to reshape the way we approach market research—from streamlining traditional methods and accelerating data analysis to uncovering new insights and generating entirely new forms of consumer intelligence. What started as an experimental tool has now become a core part of research workflows for many researchers, helping organizations scale insights, enhance productivity, and identify market opportunities faster than ever before.
Yet, the rapid adoption of AI also brings challenges. How do marketing leaders ensure the accuracy of AI-generated insights? How do we balance automation with human expertise? And how can we harness AI’s potential while mitigating security, governance, and skill gap risks?
To explore these questions, GBK Collective recently partnered with leading academic experts including Olivier Toubia, Glaubinger Professor of Business at Columbia Business School, Stefano Puntoni, Professor of Marketing at Wharton, along with GBK Co-Founder Eric Bradlow, Vice Dean of AI and Analytics at the Wharton School—to conduct a comprehensive study on how market researchers are integrating Gen AI into their work.
Key Findings at-a-Glance:
At the individual level, researchers are highly engaged with AI:
· 84% believe Gen AI will positively impact their work
· 84% say it will increase productivity and efficiency
· 82% agree that integrating Gen AI is critical to staying competitive
Yet, despite this optimism, concerns remain:
· 77% worry about making faulty business decisions due to AI-generated misinformation
· 75% are concerned about data security and privacy risks
· 71% fear that reliance on Gen AI will create skill gaps over time
These findings highlight a dual reality: Gen AI is both a powerful enabler and a potential risk—making it essential for companies to establish a structured approach to AI adoption.