NEWS31 May 2023

Tracking generative AI: How are insights suppliers using it?

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GLOBAL – With the launch of OpenAI’s ChatGPT tool last year followed by Google’s Bard, the insights sector has been investigating the potential impact of generative artificial intelligence (AI).


The Research Live editorial team has been covering developments in the area, exploring its possibilities for market research. In addition to regular coverage of the issue, we will list and briefly summarise launches, updates and other developments from the sector related to generative AI here.

If you’ve been working on a project related to generative AI or you’ve launched a service or tool that you’d like to see featured here, contact We will endeavour to update this page ad hoc.

Last updated: 14.07.23.

ACCENTURE is to invest $3bn over three years into its data and AI practice.

BASIS RESEARCH GROUP has launched a business that uses generative AI to surface insights, Ideas.AI. The division will capture and analyse data sources across social media – including Instagram, TikTok and Reddit – search platforms and online storefronts, by applying generative AI to a data lake.

BILENDI & RESPONDI has released an AI research platform called Bilendi Discuss, which incorporates ChatGPT and features a multi-channel approach to gathering insights, particularly qualitative research.

BRANDWATCH has updated its in-app artificial intelligence analyst to include GPT technology and produce natural-language summaries that highlight themes and trends within data sets.

DISCUSS.IO has launched a generative AI tool for qualitative research. The tool will aim to help carry out administrative tasks associated with qualitative research, including creating summary reports from interview recordings and notes.

ETHOS has introduced a generative AI tool for qualitative studies that will use generative AI to analyse data, identifying key findings, patterns and trends.

MARKETCAST is exploring how generative AI can be used to minimise manual tasks, including automating survey creation for its daily ad measurement surveys, and is building generative AI into its internal research platform used to plan, field, and finish custom research projects and advertising testing. 

MELTWATER has added AI-based writing and research tools to its system. Among the new features are an ‘insight assistant’ that surfaces consumer and market information and patterns, and a tool that allows users to capture insights from video content on social platforms. 

MMR RESEARCH and NEXXT INTELLIGENCE have joined forces on a partnership that will see Nexxt Intelligence’s generative AI tool integrated into MMR’s consumer surveys. NOVA (MMR’s in-house innovation team) has been conducting experiments with applying large language models to consumer research.  

PHEBI has added a generative AI element to its research platform that will be used to help summarise research results, including AI-generated summaries of what people say in audio and videos collected during research projects.

PRODEGE has added AI Survey Tools to its POLLFISH platform to help build surveys, with keywords and survey objectives leading to the creation of a structured survey with relevant questions and response options. The resulting questions and responses can be edited and new questions added as well. 

QUALZY has used OpenAI technology to support project design, moderation, analysis and multimarket projects.

QUMIND has launched the first in a series of generative AI tools to help gather and analyse customer insights. The tool, called QuAI, will help users of the QuMind platform create reports analysing qualitative and/or quantitative data using OpenAI.

SIGNOI has released a beta version of an AI tool for analysing text and imagery data called Mr Toad, which will produce reports from text and imagery data and is powered by a large language model.

SPRINKLR has launched an AI tool to gather insights from unstructured customer experience data, using an integration with OpenAI.

STRAVITO has added generative AI to its Answers platform to help support the search experience and insights.

THE LOGIT GROUP and NEXXT INTELLIGENCE have conducted ‘research on research’ projects to understand the impact of generative AI, with a focus on answering questions that market researchers have about the use of conversational AI in surveys.

VOXPOPME has added an AI video survey automation tool that will allow users to create survey questions using OpenAI’s ChatGPT. The company has also partnered with Microsoft to launch an AI insights tool for qualitative research called Voxpopme AI Insights, which uses Azure OpenAI Service to integrate ChatGPT directly onto Voxpopme’s research platform.

YABBLE has launched a plugin on the ChatGPT plugin store, which combines ChatGPT, social media and trend data to answer research questions.

YEXT has developed an AI-based content management system that generates its own material. It uses multiple large language models to generate and suggest business-specific content.

ZAPPI is using AI to determine the quality of respondents entering its system and removing bots and sample farms; creating automated reporting; and carry out chatbot-style interviews, moving more to text than numeric-based interviewing.