Human Experience in the AI era: A guide for insights leaders

Future or flatline?

Nearly 65% of market research teams and agencies use AI for work today.

And it feels like AI is reinventing the industry faster than any of us can keep up. New tools can script surveys, summarize interviews, and produce slides in seconds.

The promise is compelling: Process data faster, make your team more efficient, and even automate workflows from end to end. But in a world where everyone has access to an array of AI tools, how do research teams and firms continue to add value? Are we facing an exciting future where research moves at the speed of business, supports more decisions, and drives ever greater impact? Or will research agencies and teams flatline as more work is automated and human expertise is encoded in AI agents?

This guide is intended to help research leaders ensure their teams and their organizations thrive in the AI future and avoid the risk of flatlining.

And it’s for anyone trying to reconcile the competing challenges of AI innovation and the preservation of human insight.

Today, research leaders are facing the classic innovators’ dilemma: What made you successful so far may not be the thing that drives your success tomorrow.

But how do you avoid throwing away what’s worked for you so well, so far, in the name of modernization? How do you preserve the value in your research and insights whilst embracing the opportunities that AI offers?

This guide will help you avoid the risk of flatlining and enthuse you about the bright future for human-led research.

Here’s to facing the AI future with confidence.

Topic preview:

1. Introduction: Future or flatline?
2. The Human Experience imperative
3. How AI is transforming market research
4. New realities for research teams and agencies
5. Where HX and AI meet
6. The research teams of the future
7. Planning for the AI era
8. Why the future of AI will be human