Most market research professionals are not yet using artificial intelligence as part of their jobs but expect AI skills to be very important in the future, according to recent research from Market Research Institute International (MRII).

The report was based on data from a survey conducted in 1Q24 among 369 market researchers from around the world.

Only 40% of market researchers say some or most of their team are already using AI as part of their jobs.

The most common uses of AI by market researchers are for literature reviews on topics of interest, report generation, questionnaire development, sentiment analysis, and data analysis.

Although only 23% of market researchers say they are using AI/machine-learning skills in their jobs today, some 59% expect that AI/machine-learning skills will have a high impact in the future.

Some 74% of market researchers say they have a favorable view of AI as it relates to their job.

Market researchers say the top positive AI opportunities are that the technology may help save time with routine research tasks, enhance efficiency, and streamline report generation.

Market researchers say the top negative AI risks are potential algorithm biases that may impact research accuracy and concerns about data privacy and security.

About the research: The report was based on data from a survey conducted in 1Q24 among 369 market researchers from around the world.