How Gen AI Is Transforming Market Research
A guide to the most promising opportunities. by Jeremy Korst, Stefano Puntoni and Olivier Toubia
Carson Davis Brown
Summary.
Among all the managerial functions, marketing is likely to be the one that’s most disrupted by generative AI. Recognizing the technology’s potential, academics and practitioners alike have been investigating new ways to apply it to customer service and content creation for some time now, but recently the business world has started paying attention to the impact it could have on other marketing activities. The most exciting of these is market research, the processes by which firms gather data and generate insights about customers and competitors.
Read more on AI and machine learning or related topics Market research, Marketing, Generative AI, Customer service, Technology and analytics, Analytics and data science and Marketing industry
A version of this article appeared in the May–June 2025 issue of Harvard Business Review.
Read more on AI and machine learning or related topics Market research, Marketing, Generative AI, Customer service, Technology and analytics, Analytics and data science and Marketing industry