Artificial Intelligence in Action

Summary

The integration of emerging technologies, especially artificial intelligence (AI), is transforming market research in unprecedented ways. This article offers a critical review of AI's current and future role in generating qualitative and quantitative insights. Through a synthesis of recent academic sources, it identifies opportunities, tensions, and ethical challenges associated with this technologization. The text discusses the potential of tools such as machine learning, natural language generation, and collaborative models to accelerate and deepen data analysis. It also examines technological dependence, algorithmic bias, and the need to maintain a critical and contextual interpretation of findings. Finally, it presents an emerging solution based on MARL architecture that seeks to combine automation with human judgment, opening the way to a new era of augmented qualitative research.