Artificial Intelligence Won’t Replace You – The Person Using it Will
Possibly the hottest topic right now, but we’re here to talk about how vital it is you get team members trained in understanding, and utilising Artificial Intelligence.
We know the impact it’s had (and continues to have) on Market Research. So, what are the benefits of training people internally?
Faster Results
Traditional market research involved sifting through enormous amounts of data, which can be really time consuming. Artificial Intelligence can help to quickly process and analyse large data sets in a fraction of the time.
Ipsos is a great example. Having integrated Artificial Intelligence and Machine Learning to analyse social media data, customer feedback and survey responses to spot trends and patterns, they’ve been able to provide more accurate results to their clients, making more data-driven decisions in real time.
Improve Customer Insights
As we know, Artificial Intelligence gives you a deeper understanding of consumer behaviour, and can reveal hidden patterns and trends. If employees are trained in combining Market Research with Artificial Intelligence, you can tailor products, services, and marketing strategies to better meet the needs of those customers and clients.
Making things more cost effective
Using Artificial Intelligence to automate data collection across different sources can drastically reduce time and resources used, and gives you access to a much larger sample of data – Unilever did exactly this:
“We’re making huge discoveries about human biology and how the body interacts with our microbiome which is only possible because of access to large-scale data, machine learning and high-performance computing, making connections the human brain would never even be able to achieve by itself.”
Everybody’s doing it…
AI is going nowhere, and its capability is constantly improving. If you’re not training employees and keeping up with it, you’re going to get left behind.
It’s never going to replace people, but it can be a huge aid. Having people trained in Artificial Intelligence, how to best use it, and evolving with it liberates us, giving us time to utilise our more creative skills.
Jeremy Hollow, Founder and CEO of Listen and Learn Research, says; “It’s not bringing in context or working the data the same way a qualitative researcher is doing. It’s just aiding and supporting them. It’s making them more productive, not replacing someone. It won’t get to that point”.
The uncertainty also comes from not understanding how it works or knowing how to use it. You need to empower your team and give them the confidence to work with it – not against it. It puts you in a better position to adapt to technological advances, staying at the forefront of innovation.
Challenges…
There are still some challenges around Artificial Intelligence and things you’ll need to consider such as data privacy, reliability of the information provided, bias algorithms, and ethical considerations.
These highlight just how important human oversight is, and whilst Artificial Intelligence is constantly getting better, the ability to interpret insights, remove bias and build trust with people will never go unrecognised.
We asked Adrian Sanger, VP Artificial Intelligence Solutions at Behaviorally;
What do you think the impact of Artificial Intelligence is having, and will have on the industry?
It is an accelerator, turbo charging our efficiency and taking us further and faster. It is helping us seeing patterns in data that would otherwise be missed. With Gen AI we can bring wider thinking, sense check our work and get to results faster. It democratises knowledge, speeds up time to value. However, getting real value from Gen AI takes a lot of practice. As many have said, Gen AI will be ‘confidently wrong’. The bias and distortions in the training data carry through to the prompt results.
What do you think the importance is, training employees on Artificial Intelligence methodologies internally?
It’s hard to imagine we can become expert without training, but there’s no substitute for just jumping right in and experimenting. Guided discovery and self-learning will be important.
What’s your view on whether the next generations are going to be the true experts?
It’s not an age thing, it’s a mindset. As researchers we have curiosity in abundance. Go play!
Our Recommendation
Liz met MB Christie at a recent WIRe event, and they quickly got to talking about the resources available to support individuals, and companies on their journey to better understand Artificial Intelligence.
Having taken the Oxford Artificial Intelligence Programme, MB Christie said:
“I found it valuable because I learned the fundamentals of how Artificial Intelligence works, the mechanics of different types of algorithms, and how to rationally approach the opportunities and risks posed by incorporating different types of A.I. tools into your organisation.” – MB Christie, Non-Exec Director at Moneysupermarket.com.
You can register or find out more here: https://oxford-onlineprogrammes.getsmarter.com/presentations/lp/oxford-artificial-intelligence-programme/
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