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Market Research in the Age of Generative AI: Opportunities and Challenges

Billy Sung et al.

International Journal of Market Research2026https://doi.org/10.1177/14707853261427171article
AJG 2ABDC A
Weight
0.50

Abstract

Artificial intelligence is reshaping market research from a set of analytical tools into an active participant in the research process. As AI begins to generate questions, analyse data, and produce insights, it challenges the field’s reliance on human judgement, methodological rigour, and interpretive expertise. This research note introduces the special issue on “AI in Market Research” and argues for a socio-technical perspective in which AI augments rather than replaces researchers. It highlights the epistemic, methodological, and ethical questions that will shape the future of market research.

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https://doi.org/https://doi.org/10.1177/14707853261427171

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@article{billy2026,
  title        = {{Market Research in the Age of Generative AI: Opportunities and Challenges}},
  author       = {Billy Sung et al.},
  journal      = {International Journal of Market Research},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/14707853261427171},
}

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Market Research in the Age of Generative AI: Opportunities and Challenges

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.