Human or AI? How to identify and protect surveys from AI-generated responses

Cecile Carre and Eva Wittmann

Market research company Ipsos evaluated the risk associated with artificially generated data using large language models in survey data and provided examples of what such outputs might look like.

Introduction

The impact of AI on the future of the market research industry is a topic that is currently generating a lot of discussion, excitement and fear. The implications of AI for our industry are varied and cover a wide range of potential areas of application: there are possible efficiencies through the use of AI to streamline survey design, simplify data-related tasks like coding and data processing, as well as opportunities to enrich storytelling from data findings. There are even talks of potentially replacing traditional fieldwork entirely with AI. When it comes to data quality within market research, machine learning...

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