Do androids dream of electric research?

Mike Cooke and Judith Passingham

Asks how the insights and research industry can prepare for the challenges and opportunities presented by artificial intelligence.

Introduction

Artificial intelligence (AI) has been described as "the most profound change in human history"i (Russell, 2021). In this paper, the chairs of ESOMAR's Legal Affairs and Professional Standards Committees don't pull their punches in stating how they think the industry needs to prepare itself for the multiple challenges coming in our direction, both ethically and practically.

The potential use of AI within the research and insights sector has been one of the most referenced phenomena amongst users and providers within recent times. There are numerous announcements by providers indicating a wide range of potential applications, including in...

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