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Market Research in the Age of Generative AI: Opportunities and Challenges

Year: 2026

Type: article

Abstract: Artificial intelligence is reshaping market research from a set of analytical tools into an active participant in the research process. As AI begins to generate questions, analyse data, and produce insights, it challenges the field’s reliance on human judgement, methodological rigour, and interpretive expertise. This research note introduces the special issue on “AI in Market Research” and argues for a socio-technical perspective in which AI augments rather than replaces researchers. It highlights the epistemic, methodological, and ethical questions that will shape the future of market research.

Source: International Journal of Market Research

DOI: 10.1177/14707853261427171

Authors: Billy Sung, Valentina Pitardi, Leo Paas, Trixie Cartwright

Institutions: Curtin University, University of Surrey, University of Auckland

Language: English

Topic: Artificial Intelligence Applications

Subfield: Artificial Intelligence

Field: Computer Science

Domain: Physical Sciences

Open Access status: hybrid

Estimated APC paid: $3,650

OpenAlex ID: W7128910908

FWCI: 3.736

Cites: 20

Cited by: 1

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