As AI continues to reshape industries with remarkable speed, few areas are experiencing transformation as swiftly as consumer insights. To explore how this shift is being perceived across the industry, we recently posed a question to our LinkedIn community:
“Will AI replace humans in consumer insights?”
A clear majority, 71%, said no.
However, with most seismic shifts, the reality is not so binary. What followed was a wave of commentary, from researchers to industry leaders, revealing a far more nuanced perspective. From that collective conversation, six key themes emerged, each offering insight into how AI is reinventing consumer insights.
1.) AI will automate routine and repetitive consumer insights tasks
AI is rapidly taking over time-intensive, standardized processes. Tasks such as data collection, survey scripting and initial data analysis are increasingly being delegated to AI, enabling researchers to reallocate their time to more strategic endeavours.
Key takeaway: insight professionals must transition from task execution to value creation or risk being left behind.
2.) Data alone does not constitute insight
Several contributors emphasized a clear distinction between data and insight. While AI can process vast quantities of information and identify patterns at scale, true insight – rooted in empathy, contextual judgement and cultural nuance – remains in the human domain.
AI can uncover signals but the transformation of those signals into actionable insights still relies on human expertise.
3.) The consumer insight function will become smaller and smarter
AI is prompting a structural shift in how insights teams are organized. Operational roles centred around data aggregation, transcription or standardized reporting are diminishing. In their place, leaner teams are emerging, characterized by strategic acumen, storytelling capability and analytical judgement.
Key takeaway: the future of consumer insight teams lies in focus, not scale. Insight professionals who embrace continuous learning to develop higher-order skills will remain indispensable.
4.) Over-automation may inhibit discovery
While AI can enhance speed and efficiency, several voices cautioned against the unintended consequences of over-automation. Overreliance of AI might lead to safe, predictable and ultimately uninspiring outputs.
Preserving space for human curiosity and unconventional thinking will be essential to maintaining the richness of the insights discipline.
5.) The definition of “insight” is evolving
In an AI-enhanced environment, the very notion of what constitutes an insight is being re-examined. Is an insight a singular moment of realization or a dynamic, iterative process?
6.) The future is not AI or humans, it’s both – what we call Augmented Intelligence
The most forward-looking perspectives emphasized a model of augmented intelligence, one that combines the precision and scalability of AI with the creativity, empathy and critical thinking of humans.
This balanced approach will be central to the future of consumer insights. Organizations must foster environments where technology and human expertise are not in conflict but in collaboration.
From insight generation to insight leadership
We are entering a new era in consumer insights – one defined not by obsolescence but by transformation. While AI will inevitably automate many manual and repetitive tasks, it will simultaneously compel insight professionals to evolve into interpreters, advisors and strategic leaders.
So, will AI replace humans in consumer insights?
Perhaps that is the wrong question.
It may be better to ask, which humans will thrive alongside it?
