98% of market researchers use AI daily, but 4 in 10 say it makes errors — revealing a major trust problem
Market researchers have embraced artificial intelligence at a staggering pace, with 98% of professionals now incorporating AI tools into their work and 72% using them daily or more frequently, according to a new industry survey that reveals both the technology's transformative promise and its persistent reliability problems.The findings, based on responses from 219 U.S. market research and insights professionals surveyed in August 2025 by QuestDIY, a research platform owned by The Harris Poll, paint a picture of an industry caught between competing pressures: the demand to deliver faster business insights and the burden of validating everything AI produces to ensure accuracy.While more than half of researchers — 56% — report saving at least five hours per week using AI tools, near [...]
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