Expert Advice for Marketing Leaders on MarTech, AI, & CX
The promise is intoxicating: “instant users” available 24/7, capable of
testing a prototype in minutes rather than weeks, all for a fraction of the
cost of recruiting human participants.
After decades of “spend-to-learn” advertising, are you still paying for
consumer insights that AI can generate for free, before a single dollar of
media spend?
This article was written by Greg Kihlström for CMSWire. As customer
expectations accelerate, CX leaders are turning to synthetic research and
agentic AI to test experiences before customers ever feel the friction.
By 2026, market research won’t be defined by tools, methodologies, or new data streams. It will be defined by something far simpler: the choices researchers make about how to work with artificial intelligence.
The landscape of market research is undergoing a significant transformation, driven by advancements in artificial intelligence. Research from Qualtrics shows senior marketing and CX leaders are increasingly recognizing AI’s capacity to deliver competitive advantages, with 94% acknowledging its strategic importance.
