Artificial Intelligence in Action

The New Face of Market Research

Abstract:

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

Keywords:

Artificial intelligence, market research, qualitative analysis, emerging technologies, automation, MARL architecture

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References

Ejjami, R. (2024). Marketing 5.0: Harnessing AI and Emerging Technologies to Shape the Future of Business. International Journal for Multidisciplinary Research, 6(4), 1–28. https://doi.org/10.36948/ijfmr.2024.v06i04.26423

Sembly. (2025). 7 Top AI Market Research Tools to Consider in 2025. https://www.sembly.ai/blog/top-ai-market-research-tools-to-consider/

TGM Research. (2024). The Impact of AI on Market Research: Opportunities, Challenges and Real-World Applications. https://tgmresearch.com/blog/the-impact-of-ai-on-market-research.html

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This article is shared in the spirit of academic and educational dissemination. The content may be used, shared, and adapted for non-commercial purposes, provided appropriate credit is given to the original author. Moral rights, including the right to the integrity of the work, must be respected. Any commercial use of this material requires prior explicit authorization.

🇺🇸"Note: This article was originally written in Spanish and automatically translated into English using artificial intelligence. Minor linguistic imperfections may be present."