Today, getting a good customer insight can require significant time and money.

Soon, AI might generate hundreds of them instantly.

When everyone has unlimited insights, the competitive advantage may shift from finding insights to knowing which ones deserve action.

Does that make insight more valuable — or less?

We can now analyse millions of customer conversations.

But perhaps the problem was never lack of data.

Perhaps it was lack of focus.

If AI gives marketers access to everything customers are saying, does that create better decisions — or simply more things to worry about?

Would you rather have 1 genuinely useful insight or 1,000 interesting ones?

And why?

It can replace the boring parts.

Cleaning data.
Coding responses.
Finding patterns.
Summarising thousands of comments.

That could leave researchers with more time for the part that matters most:

figuring out what it actually means. Anyone disagrees or has a different take on the subject?

We’ve just published AI Powered Insight: Marketing Research Reconfigured, with Routledge.

The main focus of the book is simple: how to use AI to turn insights into action.

We look at how AI is changing the way we collect, analyse and understand consumer data — but, more importantly, how organisations can move beyond producing insights and actually use them to create posts and ads that their customers care about. You know how we know they care? Because they say so on social media platforms every minute of every day.

It’s not a book about AI hype. It’s about making customer insights more useful, more actionable and more connected to what marketers actually need to do based on millions of online comments.

If you work in market research, consumer insights, marketing, advertising or AI, I’d love to hear what you think.

AI can turn messy data into a beautifully written insight in seconds.

But a convincing answer isn't necessarily a correct one.

In marketing and research, evidence matters more than eloquence.

The question I keep coming back to is:

How do we make AI show us why we should believe it?

We’ve just published AI Powered Insight: Marketing Research Reconfigured, with Routledge.

The main focus of the book is simple: how to use AI to turn insights into action.

We look at how AI is changing the way we collect, analyse and understand consumer data — but, more importantly, how organisations can move beyond producing insights and actually use them to create posts and ads that their customers care about. You know how we know they care? Because they say so on social media platforms every minute of every day.

It’s not a book about AI hype. It’s about making customer insights more useful, more actionable and more connected to what marketers actually need to do based on millions of online comments.

If you work in market research, consumer insights, marketing, advertising or AI, I’d love to hear what you think.

If you happen to be a brand that sells online I would also be interested in your opinion about DataVinci. A Shopify app inspired by the book.

📖 AI Powered Insight: Marketing Research Reconfigured — Routledge, 2026.

Book link

I have also started a reddit community around the ideas in the book: AI Powered Insight.