Anthropology in Market Research and Artificial Intelligence: Crossroads of Opportunity or Forthcoming Pitfalls?
DOI:
https://doi.org/10.22439/jba.v15i1.7810Abstract
The market research industry has eagerly embraced artificial intelligence (AI) along with the promises of it bringing greater speed, reduced costs, and less laborious work. Advocates recommend the use of various forms of AI across the entire research process: design, execution, analysis, and reporting. While there are, indeed, benefits of utilizing AI, a critical gaze should be leveraged to ascertain appropriate uses and avoid meaningful pitfalls.
Anthropologists working in market research have a vital role to play as it pertains to the use of AI. As the ongoing frequent use of AI impedes critical thinking skills, anthropologists are well situated to illuminate dimensions of the utmost importance. These include how a reliance on AI in market research may impact both the product and functioning of market research teams, how AI may impact the quality of market research, and how the use of AI in market research may amplify imbalances of power.
Beyond critique, anthropologists should feel empowered to take constructive steps that will help mitigate the pitfalls of AI use in market research, while simultaneously reaping its sound benefits.
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