Market Overview and Trends
The use of AI in market research has become a strategic priority for 72% of companies, according to Gartner, with autonomous systems expected to lead decisions by 2025. McKinsey and Deloitte reinforce that organizations that automate research report 2.5 times higher revenue growth, 2.4 times higher productivity than average and an increase in EBIT in 201TP3Q.
AI tools go beyond automating repetitive tasks: they process data in real time, learn from consumer behavior, and generate instant, actionable insights. The concept of AI agents—systems that integrate complex tasks and multiple workflows—is touted by Gartner, IBM, and McKinsey as the next major revolution in the industry. AI Connect and Connect Chat are robust enterprise examples for AI-powered research automation, adding security, customization, and deep workflow integration.
How AI Connect and Connect Chat Optimize Market Research
These platforms make AI use more efficient and secure, aligned with strategic objectives. With advanced permission controls, enterprise authentication, IP restrictions, and interaction auditing, operations reduce Shadow AI risks and standardize responsible model use. This means less friction for the team and greater peace of mind for IT and compliance. By centralizing knowledge in a single domain with proprietary branding and workflows adapted to the corporate structure, the organization gains operational coherence and reduces rework between departments. It's also possible to create specialized agents by department or demand (e.g., survey data analysis, reporting, sentiment monitoring), saving hours of operational work and reducing rework.
Shadow AI AI is the use of AI tools and models outside of company policies and governance, exposing the organization to the risk of data leaks, compliance violations, and untraceable decisions. To mitigate this problem, centralize AI use within a corporate domain with authentication, permissions, and auditing, establish clear data and retention policies that classify what can and cannot be used by AI, and provide approved alternatives that meet key use cases, reducing the risk of diversion to unsanctioned solutions. Learn more in our article.
For a deeper dive into implementation and governance methodologies, check out our guide on the AI Connect blog. For more details on Shadow AI, see our blog post. Shadow AI | Specialized agents
Practical Reference Tools
- IBM Granite & Nexis+ AI: Models trained on industrial data enable hyper-personalized searches and reports in minutes. Nexis+ AI integrates generative AI to access, filter, and summarize data from over 20,000 trusted sources.
- Predictive analytics platforms: Anticipating trends, identifying consumption patterns, and segmenting audiences, combining automation and machine learning for faster, safer decisions.
- Chatbots and smart assistants: Cases like “Lu” from Magazine Luiza automate a large part of the service, generating value in the sales and support stages.
Success Stories
| Enterprise | Application in market research/insight | Main data source | Results for market decision |
|---|---|---|---|
| Coca-cola | Predictive models for demand forecasting and mix optimization by region | Transactional history, seasonality, weather, promotions | +80% analytical productivity and −20% inventory waste, guiding allocation by POS |
| Netflix | Targeting and testing content for audience preferences | In-app behavior, consumption history, A/B testing, title metadata | +27% dwell time, reporting catalog roadmap by cluster |
| Magazine Luiza | Voice of the Customer Mining for Product and Experience Insights | Customer service conversations, tickets, reviews, NPS | Reduced response time and backlog prioritization with recurring themes |
| Moody's | Research agents for sector analysis and risk signaling | Financial reports, licensed news, macro and alternative data | Hypothesis triangulation by multiple agents, increasing the quality of insights |
Companies can automate steps in the market research cycle, such as collecting and analyzing feedback and reviews, generating real-time reports and dashboards, integrating with CRMs and existing databases via APIs, and automatically preparing presentations and executive summaries aligned with the brand's identity. Internal knowledge management accelerates the dissemination of actionable insights throughout the team.
Main Benefits of AI in Market Research
- Agile decisions with solid foundations: AI automates data collection, analysis, and interpretation, freeing teams to focus on strategy.
- Reduction of operating costs: Automating manual tasks and analyzing large volumes reduces expenses and frees up budget for innovation.
- Personalization that drives growth: Adapting products, messages and experiences to each consumer's profile, increasing engagement and loyalty.
- Accuracy and reliability: Licensed and traceable sources support critical reporting and decisions.
We know your team deserves tools that simplify, not complicate, their daily work. While 891% of companies prioritize AI, many still waste time on manual processes that could be automated and redirected to strategic initiatives.
We're here to support your digital transformation journey. Find out how AI Connect can revolutionize your market research and accelerate your results. Book a demo and discover how to get your operation up and running in up to 48 hours.
