The consumer insights industry is at a turning point. Once dominated by structured surveys and tightly controlled methodologies, it is now being reshaped by artificial intelligence, real-time data, and advanced analytics.
Trevor Sumner recently sat down with Amit Adarkar, i-Genie.ai’s newly appointed CEO for India, to discuss what this shift means, not just for the industry, but for the future of decision-making itself. Watch the full interview below.
After more than three decades in traditional market research agencies, Amit’s move into an AI-native company marks more than a personal career evolution; it reflects a broader transformation in how organizations understand consumers.
“When you’ve spent decades in survey research, you begin to realize the old ways aren’t enough anymore,” Amit explains. “We’re on the verge of what I’d call a digital renaissance.”
It was this realization, paired with a deep curiosity about generative AI, that drew him to i-Genie.ai, not simply to observe change, but to help shape it.
Below is an excerpt from the full interview, featured above.
Redefining consumer insights in a real-time world
Trevor: How is the definition of ‘insight’ changing today?
For Amit, the shift comes down to scale and speed.
“Market research used to be quite compartmentalized… but now you have multiple data sources… billions and zillions of data points day in and day out.”
Insights can no longer come from a single stream like surveys. They must be synthesized from diverse, constantly evolving data sources.
“It’s about delivering real-time intelligence that’s actionable… that’s the big shift I see.”
In other words, insights are no longer static reports, they are continuous, dynamic, and expected to inform brand tracking decisions in the moment.
AI in consumer insights: opportunity or necessity?
Trevor: Is the industry ready for AI, or is it being forced to adapt?
Amit doesn’t hesitate:
“I don’t think the industry has a choice… it’s happening across industries.”
Yet AI alone is not enough. Its power comes from complementing human expertise.
“There’s always a human in the loop… bringing domain expertise, empathy, and editorial judgment.”
This approach, often called “augmented intelligence,” ensures that AI enhances, rather than replaces, human decision-making and helps maintain trust, a key concern for the industry.
Success looks like integration
Trevor: What does success look like for AI in insights over the next few years?
For Amit, it’s about embedding intelligence into business workflows, not just tracking growth metrics.
“The real kick is when our products and expertise are embedded in as many brands as possible.”
He envisions a future where insights platforms deliver value continuously, whether daily, weekly, or quarterly.
“You might consume something every day… every week… every quarter, but the vision is to be embedded at every stage.”
The goal for i-Genie.ai? To become the gold standard for insights, where technology and expertise combine to deliver intelligence that is fast, reliable, and actionable.
The bigger picture
Amit’s perspective underscores a critical truth: AI is not replacing the insights industry; it is redefining it.
This transformation demands new generative AI tools for market research, new mindsets, and new ways of working. It shifts the focus from one-off projects to sustained investment in systems and capabilities. Most importantly, it requires a partnership between technology and human expertise.
“The opportunity ahead is nothing short of transformative, a chance to help shape a new era of creativity, innovation, and impact,” Amit says.
A true digital renaissance, powered by both minds and machines.
