This year is shaping up to be a period full of major events and a considerable number of turning points. The current Industrial Revolution, based on technology and information technology, continues to transform our daily lives and the way we work. Market research is no exception. Since the emergence of Artificial Intelligence, it has been met with particular enthusiasm in our sector, given the promises its implementation has brought.
Understanding consumers and brands involves a series of repetitive tasks that demand a significant investment of time. In this era where strategic decision-making must be done in the shortest possible time, AI has arrived as a valuable tool. However, as we are still on the learning curve in its design and use, there are areas of opportunity in its implementation. For this reason, we have listed four lessons that the practice of non-human intelligence has taught us.
Give clear orders. A well-known lesson in our field is that we must ask the right questions to get the expected answers. This might not be as noticeable in Anglo-Saxon languages, but in Romance languages, one must be very careful not to overuse the freedom and flexibility of paraphrasing. Both in the use of AI and in market analysis, one must be precise, concise, and effective when issuing an order or prompt.
Monitor. In the digital conversation, a trend has emerged that is somewhat disconcerting to some: users are consulting AI on many topics. At first glance, this might seem like an act of mental laziness. However, it demonstrates that the available tools will be used to conserve resources as much as possible. Reality has also shown us that non-human intelligence can make serious errors or inaccuracies. Therefore, judgment and restraint must be applied in their use.
Do not delegate. There is a significant difference between using solutions to get work done and transferring the entire responsibility for carrying out a process to a third party. The temptation to let AI do all the work of human employees has raised concerns among sectors of society worried about job losses and an increase in mental laziness. In all areas of life, a balance must be found around the maxim that says, “If you want something done right, do it yourself.”
Distinguishing. Throughout recent history, a series of innovations have raised alarms about imminent changes in humanity’s lifestyle. Among the first warnings is the debate between the value of things made by humans and those produced by machines. Human-made products represent a greater investment of labor and have significant added value. In contrast, AI products tend to be generic, based on interpretations or errors in data sources in some cases, and are free of copyright in many regions.
Right now, there’s a lot of excitement in our industry about securing a place on board with this latest software tool. As this innovation continues to develop, we’ll witness some of the same trends seen in other revolutions. For example, there are fears of a speculative bubble given the amount of capital invested in launching this solution. There are also the deregulations of critical incentive markets like RAM.
At Acertiva, we’re closely monitoring this new wave of change and ensuring we integrate it in the most efficient way, adhering to industry best practices. Thanks to our two decades of experience, we can offer you a team of analysts and strategic partners to help you understand LATAM. Take advantage of our free fifteen-minute consultation now to get your next project off the ground. This step could be the start of your next success story.
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