In November 2024, The Economist published an article on AI that appeared to temper enthusiasm for its adoption within the broader economy.

They reported that few AI start-ups are turning a profit, highlighting model and data constraints as growing challenges. The danger is that investors might lose interest in AI at a time when even larger investments are required for more powerful models, such as “agentic” systems.

Additionally, large data centres are required to support AI technology. These centres consume significant amounts of energy, which poses challenges given rising electricity prices driven by the costs of achieving Net Zero and increased environmental awareness.

A survey revealed that only 5% of US businesses currently use AI in their products and services. However, the informal use of AI is notably more widespread, e.g. individual staff using AI tools. One-third of employees in the US report using AI for work at least once a week, with higher usage evident among specific job functions, such as software engineering and HR.

The market research industry has embraced AI more rapidly and enthusiastically, as the applications and benefits of AI in this field are broader and easier to realise. However, the use of AI in market research also presents unique challenges. This is because research often requires a greater degree of nuance and context, alongside the human and cultural factors that AI still struggles to comprehend—at least for now.

As the market research industry continues its rush to adopt AI, there is a growing need to better understand the perceived benefits and potential drawbacks of its application.

At the end of 2024, Asia Research Media conducted both qualitative and quantitative surveys with stakeholders to assess how organisations are managing and prioritising AI developments in research. These surveys examined how AI is currently being used, the perceived benefits and limitations of its application, and how the supply side of the consumer insights sector might evolve with the adoption of AI.

Throughout 2025, Asia Research will share findings from the study, featuring contributions from a range of industry stakeholders, including clients, market research firms, and specialist AI vendors.

Interested to buy our report? Get in touch with: Claudia at Asia Research Media