We’re almost halfway through 2026. And among the topics dominating headlines on social media and in the news is the increasing impact of Artificial Intelligence on almost every aspect of our lives. Understanding brand and consumer data and information is part of this revolution. The implications of machine learning-based tools continue to surprise us with their promise. However, they are also subject to a long series of criticisms, which we’ll address in another blog post.
Nevertheless, concerns from both insiders and outsiders are focused on job profiles that are hanging by a thread due to the possibility that computer innovations will replace them in the short term. Initially, many essential jobs could benefit from this situation. Conversely, jobs with more repetitive functions that can be iterated without in-person human interaction may be at imminent risk of automation. For this reason, we have compiled a list of four professional profiles that we believe will remain relevant even with AI in Market Research.
Interviewers. A recurring theme in analyses that attempt to identify jobs least at risk of being replaced by machines is the consideration of fieldwork and in-person jobs as unlikely to be displaced. In our sector, data and information gathering is one of the clearest and most obvious ways to feed into these analyses. This activity has already been partially automated thanks to self-administered online questionnaires. However, there are still topics where people feel more comfortable responding with human interaction.
Geographers. Spatial knowledge also includes understanding consumers and their territorial purchasing habits. While it is true that the production of thematic maps with similar parameters can be accelerated with today’s available innovations, it is also true that analyzing market spaces requires great sensitivity and extensive knowledge of the locations. Many of the subtleties in understanding websites can only be achieved with real people, so AI is just one more tool to reach these goals.
Qualitative analysts. We could confidently say initially that quantitative studies are more likely to be affected by the application of Artificial Intelligence. Conversely, qualitative studies that attempt to delve into the subjective factors of purchasing decisions require deep human experience and a strong background in the topics they seek to understand. Remember that AI is limited to producing results based on existing data. Regarding novel topics, human work offers a better chance of success.
Programmers. A major criticism of the use of Artificial Intelligence stems from its indiscriminate use in creative tasks. Some of the comments on this topic emphasize the legal and ethical loopholes in the way these technological innovations have been trained and the abuse of them for solutions where humans should hold the monopoly. However, in jobs with a heavy workload of repetitive tasks, AI emerges as a great ally, but never as a replacement. For this reason, the work of programmers should be well justified.
When the learning curve of an innovation begins, it is very common to face periods of opposition and misgiving from the market, which perceives serious threats to the way in which people can sustain their livelihoods and household income. As time passes, the true implications will become clear, and most of the concerns will disappear. Therefore, it is a good time to reconsider jobs that may disappear and focus efforts on those with a future.
At Acertiva, we are keeping a close eye on the advances that AI brings to our sector. We are aware that innovations must be embraced with flexibility and caution. This, among other reasons, is why we have been able to remain in the market for just over two decades. We have a presence in LATAM and representatives in Brazil and Mexico. If you need to explore our region’s market further, please contact our team. This first step could be the beginning of your next success story.
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