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Columbia Business School’s Professor Olivier Toubia wrote in Harvard Business Review about how new AI technologies are reshaping the practice of market research. Professor Toubia explained that generative AI, synthetic data, and automated insight-generation platforms are accelerating the pace at which companies can test ideas, understand consumers, and refine products. He emphasized that while AI can dramatically enhance research efficiency, human judgment remains essential for asking the right questions, interpreting nuanced findings, and ensuring ethical and accurate use of data.
