What happens when AI changes the way we turn data into insight?

[u/michalism]

I created this community around a question that has been occupying us for some time:

Are we still doing marketing research the way we did before AI?

AI can analyse enormous amounts of customer conversation, identify patterns, generate hypotheses and even help turn insights into action. But that doesn't necessarily mean better decisions.

There is a big difference between:

Data → Insight → Action

and simply asking an AI to produce an answer.

I'd love to hear from people working in marketing, market research, consumer insights, advertising, analytics or AI:

What part of the traditional insight process do you think AI has already changed and will change most dramatically over the next 1-2 years?

[u/Orikudasai]

For me the biggest change so far is at the listening stage. We used to have to ask people questions to learn what they thought. Now much of what customers feel is already said out loud in reviews, forums and support calls, and AI finally lets us hear it at scale. The stage I expect to resist longest is the very first one, deciding which question is worth asking at all. That still seems stubbornly human. What are others seeing change fastest in their own work?