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    The European: Balancing AI’s Market Research Potential

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    With careful planning, ethical considerations, and ensuring human oversight is maintained, AI can have huge market research benefits, says Lorenzo Livi of the Open Institute of Technology.

    By Lorenzo Livi

    To market well, you need to get something interesting in front of those who are interested. That takes a lot of thinking, a lot of work, and a whole bunch of research. But what if the bulk of that thinking, work and research could be done for you? What would that mean for marketing as an industry, and market research specifically?

    With the recent explosion of AI onto the world stage, big changes are coming in the marketing industry. But will AI be able to do market research as successfully? Simply, the answer is yes. A big, fat, resounding yes. In fact, AI has the potential to revolutionise market research.

    Ensuring that people have a clear understanding of what exactly AI is is crucial, given its seismic effect on our world. Common questions that even occur amongst people at the forefront of marketing, such as, “Who invented AI?” or, “Where is the main AI system located?” highlight a widespread misunderstanding about the nature of AI.

    As for the notion of a central “main thing” running AI, it’s essential to clarify that AI systems exist in various forms and locations. AI algorithms and models can run on individual computers, servers, or even specialized hardware designed for AI processing, commonly referred to as AI chips. These systems can be distributed across multiple locations, including data centres, cloud platforms, and edge devices. They can also be used anywhere, so long as you have a compatible device and an internet connection.

    While the concept of AI may seem abstract or mysterious to some, it’s important to approach it with a clear understanding of its principles and applications. By promoting education and awareness about AI, we can dispel misconceptions and facilitate meaningful conversations about its role in society.

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