Market Research in the Age of Generative AI: Opportunities and Challenges

Artificial intelligence is reshaping market research from a set of analytical tools into an active participant in the research process. As AI begins to generate questions, analyse data, and produce insights, it challenges the field’s reliance on human judgement, methodological rigour, and interpretive expertise. This research note introduces the special issue on “AI in Market Research” and argues for a socio-technical perspective in which AI augments rather than replaces researchers. It highlights the epistemic, methodological, and ethical questions that will shape the future of market research.