In this podcast, we discuss an article from May 2025, from Harvard Business Review, on how generative AI is transforming market research, highlighting its potential to improve current practices by increasing speed and efficiency. We explore how AI can replace traditional methods through the creation and analysis of synthetic data, and fill existing gaps in market understanding by providing instant insights. We also examine the emerging use of AI to create new types of data and insights, such as digital twins of customers for testing purposes, while also acknowledging the limitations and ethical concerns associated with the technology.

This podcast helps present a framework for businesses to navigate these changes and underscore the positive outlook many practitioners have regarding AI's impact on the industry.