Market research is in the middle of a transformation. Investors are betting big on AI platforms while startups give away services that used to be premium offerings. AI can now create fake videos and shop for us—raising a crucial question: how do we study human behavior when we can't tell humans from bots?

The real divide isn't between people and AI; it's between professionals who can leverage AI and those who can't. Speed matters, but clients still need humans who can make sense of the noise and tell stories that drive decisions. The industry isn't disappearing—it's just figuring out what comes next.

You can reach out to Niels Schillewaert on LinkedIn.

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